This thesis contributes to the development and realization of a Universal Customer Representation (UCR) capable of accurately modeling and predicting customer behavior in e-commerce contexts. The e-commerce sector is highly dynamic and competitive, where customer satisfaction is a key driver of commercial success. To achieve this, effective personalization strategies are essential, as they enable tailored experiences that respond to individual customer needs. Given the diversity of customer behavior, personalization requires multiple marketing strategies and thus a detailed understanding of customer preferences.