Events and Business Objects (BOs)
Unveiling User Behavior with Events and Business Objects
Imagine having a crystal ball revealing how users interact with your platform, what they engage with, and what motivates them. In Antsomi CDP365, this crystal ball takes the form of Events – snapshots of user actions that unlock a world of insightful data. But before diving into individual events, let's meet the key players: Business Objects (BOs).
Business Objects (BOs)
The Building Blocks of Event Data
Think of BOs as the essential building blocks of your user data in Antsomi. These structured data sets represent real-world entities like users, products, campaigns, orders – anything relevant to your business. Just like building blocks, BOs hold the fundamental information that forms the foundation for your event data.
Antsomi offers two types of BOs:
System Predefined BOs: These are ready-to-use entities like Visitors, Customers, Products, Promotion Codes, and Purchases, pre-configured for immediate use.
Custom BOs: Define your unique entities specific to your business needs, like Ratings, Stores, or Articles.
Each BO holds valuable information through Attributes, categorized as:
System Attributes: These are pre-defined details automatically tracked for every BO upon creation. They typically include essential information like ID, Name, Created Date, and Last Updated Date.
Custom Attributes: These are user-defined data points that capture specific information relevant to your business. You can define the attribute name, internal code, description, and data type.
Remember
BO attributes internal codes and data types cannot be changed after creation.
Event Structure
Events capture user interactions, and their structure involves two key elements:
Multiple Items: This refers to the core entity or entities involved in the event. It can include one or more BOs of the same type. In the example of the event Purchase, the Multiple Items would be the specific Products purchased by the user.
Single Item: This optional element represents a single BO of a different type that provides additional context to the event. It can be any relevant BO that enriches the event story. For instance, when a user views a product, the Single Item could be the Customer who viewed it.
Event Attributes: These are specific pieces of information associated with each event, providing context about how and where the action happened. There are two types of event attributes:
System Attributes: Automatically tracked for all events, providing basic details like timestamps, locations, and UTM campaign information.
Custom Attributes: Define your own data points to capture specific details relevant to your individual events (e.g., price of viewed product, number of items purchased, form submission contents).
Line Item Attributes: A Line Item Attribute is a specific data point associated with an individual item within a Multiple Items element of an event. It provides granular details about each item involved in the event. For instance, in a "Purchase" event, line item attributes could capture information like quantity purchased, and price per unit.
Imagine a bustling marketplace filled with activity. A customer (Single Item: Customer BO) browses various stalls (Multiple Items: Product BOs) before deciding on a purchase. This scenario perfectly illustrates the event structure in Antsomi:
Multiple Items: The Product BOs, represented by the green rectangles in the illustration, represent the individual items purchased, taking center stage in the Purchase event. Each product would have its attributes, such as product ID, name, price, and quantity.
Single Item: The blue rectangles, are supporting, providing crucial context to the event. This could be Customer BO, which typically carries system attributes like customer ID, name, and email address. Additionally, it can also hold custom attributes you define, such as loyalty points. Or the Purchase BO, which captures the specific details of the purchase itself. This BO typically includes system attributes like purchase ID, order number, created date, subtotal, revenue, and taxes.
Understanding this distinction between Multiple Items and Single Items is crucial for interpreting event data comprehensively. It allows you to not only see what products were purchased but also gain insights into the who behind the purchase, enabling personalized experiences and targeted marketing strategies.
Note
Due to the complexity of an event structure in CDP, some default automatically-captured BOs have collapsed.
Predefined System Events
Antsomi CDP365 automatically tracks a range of system events, providing valuable insights into user behavior right out of the box. Here's a glimpse into some common system events, along with their descriptions and benefits:
| Event Name | Internal Code | Description |
|---|---|---|
App installed |
| Tracks the installation of the mobile application. |
App uninstalled |
| Monitors the uninstallation of the mobile application. |
User sign in |
| Captures the event when a user logs into the application. |
User sign up |
| Tracks the event when a new user registers or signs up. |
Identify user |
| Monitors the event where a user is identified or recognized by the system. |
User exit intent |
| Captures user intention to exit or leave the application. |
View page |
| Captures the event when a user visits and views a specific page on the website. |
View screen |
| Tracks the event when a user navigates to and views a specific screen within the mobile application. |
Antsomi Webpush subscribe |
| Records when a user subscribes to Antsomi Web Push notifications. |
App Push subscribe |
| Logs when a user subscribes to App Push notifications. |
Ads delivered (impression) |
| Tracks the delivery of advertisements and impressions. |
Ads might be viewed |
| Monitors instances where ads are likely to be viewed. |
Ads clicked |
| Records user interactions when they click on advertisements. |
Note
Some system events require manual SDK calls for tracking. Refer to Antsomi's documentation for specific instructions.
Event Sessions
Capturing the Pulse of User Activity
Understanding how users interact with your platform over time is crucial. This is where sessions come in – "activity periods" where users engage with your website or app. Antsomi CDP365 defines session durations differently for websites and mobile apps:
Websites: Session timeout duration = 30 minutes. Any activity within this timeframe keeps the session active. Inactivity beyond 30 minutes ends the session.
Mobile Apps: Session timeout duration = 15 seconds. As long as the app remains open in the foreground, the session continues.
By analyzing session data, you gain valuable insights into user engagement patterns. You can see how long users typically spend on your platform, which sections or features they visit most frequently, and how often they return for new sessions. This information empowers you to tailor your offerings, optimize user experience, and drive long-term engagement.
Data Flow and Timeliness
Understanding the flow and timeliness of data collected through events is crucial. Here's a breakdown:
BOs: As the foundation of your data, BOs hold the latest information. When an event triggers the creation or update of a BO (e.g., Purchase event updating a Purchase BO with purchase details), the BO is updated with the most recent data. This ensures your BOs reflect the current state of each entity.
Events and Event Attributes: These capture historical snapshots of user interactions at the specific time of the event. They provide valuable insights into past user behavior, but they are not continuously updated.
Line Item Attributes: While associated with an event, line item attributes are not directly linked to individual BOs. They provide detailed information about specific items within a "Multiple Items" element (e.g., individual products in a purchase) but do not update the corresponding BOs. This means historical line item information remains attached to the specific event instance.
Therefore, BOs provide the most up-to-date picture of your entities, while events and event attributes offer historical context about user interactions. Line item attributes offer granular details specific to individual items within an event, but they do not contribute to ongoing updates of the associated BOs.
Unleashing Your Insights
Tailoring Your Data Collection
Now that you've explored the world of pre-defined system events and the building blocks of BOs, it's time to unlock the full potential of Antsomi CDP365 by tailoring your data collection to your specific needs. This involves:
1. Defining Custom Events
Go beyond the pre-defined options and capture the unique user interactions that matter most to your business. Imagine capturing every nuanced action you deem valuable, from Add Item to Wishlist to Clicked 'Contact Us' Button. With custom events, the possibilities are endless!
2. Leveraging Sample Customer Event Templates
Jumpstart your event creation process with Antsomi's curated collection of sample templates. These pre-configured examples across various industries (e.g., e-commerce, news publisher, etc.) provide inspiration and a head start for your development team. Explore categories like Product Added to Cart or Checkout Initiated to kickstart your custom event creation.
3. Bridging the Gap: Events and BOs
Events and Business Objects (BOs) work together to create a rich tapestry of user data within Antsomi CDP365. Here's how they collaborate:
Events Capture the Action: Events act as snapshots of user interactions, recording specific user activities like Product Viewed or Purchase Completed. Each event is associated with a timestamp and can involve:
Multiple Items: The core BOs involved in the event (e.g., the specific Products purchased in a Purchase event).
Single Item (Optional): An additional BO of a different type that provides context to the event (e.g., the Customer who viewed a product).
BOs Provide the Context: BOs serve as the foundation for your user data, representing real-world entities like users, products, campaigns, etc. They hold essential information about these entities, including both system attributes (predefined details) and custom attributes (user-defined data points).
Enriching the Event Story: Attributes and Line Items
Event attributes and line item attributes add depth and detail to your event data, providing a more comprehensive understanding of user interactions:
Event Attributes: These data points provide additional context about the event itself. There are two types:
System Attributes: Automatically tracked for all events, providing basic details like timestamps, locations, and UTM campaign information.
Custom Attributes: Define your own data points to capture specific details relevant to your individual events (e.g., price of viewed product, number of items purchased, form submission contents).
Line Item Attributes: While associated with an event, line item attributes are specifically tied to individual items within the Multiple Items element. They provide granular details about each item involved in the event (e.g., for a Purchase event, line item attributes could capture information like quantity purchased, and price per unit).
By understanding the interplay between events, BOs, event attributes, and line item attributes, you can create a rich data set that captures the who, what, when, where, and why of user interactions. Imagine knowing not only that a user viewed a product (the event), but also the specific product details (through the Multiple Items BO), the time and device used (event attributes), and even their past purchase history (potentially linked through a Single Item BO). Additionally, line item attributes in a purchase event could detail the quantity and price of each product purchased. This comprehensive data empowers you to:
Personalize User Experiences: Tailor your offerings and recommendations based on individual user behavior and preferences.
Target Marketing Campaigns: Reach the right audience with laser precision based on specific actions and attributes.
Drive Meaningful Engagement: Craft experiences that resonate with your users, fostering deeper connections and long-term loyalty.
4. Best Practices for Success
To ensure the quality, consistency, and usability of your custom event data, follow these best practices:
Maintain Consistent Naming Conventions
Use the same names for custom events and their corresponding attributes across all platforms (Android, iOS, and websites). This simplifies user segmentation, campaign personalization, and campaign targeting within your dashboard.
Document Your Event Plan
Create a clear roadmap for your custom events by outlining:
The specific events you intend to track.
The associated custom attributes for each event.
The data type for the values you'll record for each attribute.
Verify Data Types
Double-check that attribute names and data types are consistent across all platforms before implementation to avoid errors.
Adhere to Naming Restrictions
Follow Antsomi's guidelines for custom event and attribute naming to prevent data contamination and ensure smooth functionality:
Custom event attribute names must be unique, case-sensitive, and less than 255 characters long.
String attribute values must be less than 1000 characters long; values beyond this limit will be truncated.
Avoid using internal codes starting with
aud_,sgmt_,number_, or ending with*_id(e.g.,product_id,my_employee_id,special_biz_object_id). These terms are reserved for Antsomi's internal use, and using them for custom events could lead to data contamination.
By following these best practices, you'll ensure the quality, consistency, and usability of your custom event data, enabling you to unlock deeper insights and drive effective personalization and targeting strategies within Antsomi CDP365.
Dive deeper into the power of events and BOs! Explore our documentation, attend tutorials, and contact our support team to unlock the full potential of your user data with Antsomi CDP365.
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