Explore topicsUnderstand the Signals That Matter
Connect meaningful customer actions across your digital touchpoints, creating a consistent event foundation that helps teams respond with context rather than assumptions about intent.
Give teams a clearer foundation for timely communication.
Define consistent events and properties so browsing, purchases, and product activity can inform relevant messaging decisions.
Start with actions that answer a business question, such as completing registration or using a feature. Give each event a clear definition, expected properties and accountable owner. A shared tracking plan helps marketing and engineering distinguish a genuine change in customer behavior from a change in how activity is recorded.
Connect each recorded action with useful context, including timing and product details, while respecting collection preferences.
An action becomes more useful when its context is preserved. Relevant properties might include the product involved, the action time or the customer journey stage. Collect only the information needed for the stated purpose, and check which fields each destination actually accepts before relying on them in a message.
Review event naming, identifiers, and delivery quality before allowing customer activity to trigger downstream campaigns.
Compare event time with delivery time, inspect identifiers and review duplicate handling before an event starts a campaign. Test representative records through the destination, including delayed or incomplete events. Observed activity is evidence of an action; it does not establish a person's motivation or permission to receive every type of message.
An event foundation connects the action, the person or anonymous session, and the context needed to interpret it. Start with a small set of meaningful actions, then document collection and delivery rules before using events to trigger communication.