Events in a journey are a user event, also known as entry trigger, wherein the customer enters the journey based on any transactional or non-transactional activity (behavioral events). You can further add conditions based on the selected event to define which customers qualify to enter the journey. With the help of user events, brands can include multiple paths within a journey depending on customer activity.

There are two types of user events -

• Transactional events - This refers to customer activity related to a purchase, transaction, registration, or coupon redeemed which can be used to trigger or personalize customer journeys. When adding a transactional event, the brand must select specific events that define when customers will enter the journey.
• Behavioral events - This refers to user activities that can be tracked and used to trigger or personalize journeys. These events include both standard events and custom events.
  1. Standard events are predefined and based on common attributes such as price, quantity, productType, cardId, and productName.
  2. Custom events can be created to track specific user actions that are not covered by standard events. For steps to create custom events, refer to the Add and Map Custom Event documentation.

You can also use behavioral events to define conditions, filter your audience, and create different journey paths based on user behavior.

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Notes

• Newly created Behavioral Events (BE) will appear in the Journeys dropdown one day after creation.
• When configuring a Behavioral Event, make sure to select the “Loyalty” checkbox.

Adding transactional events

To add a transactional event perform the following:

1. Create a new journey.
2. On the journey canvas, select Entry Trigger.
3. Choose User Event as the type of entry trigger.
4. From the Who have performed the event drop-down, select the event type Transactional.
5. From the list of available transactional events, select the one that best matches the action you want to trigger the journey. The table below lists the available events along with their descriptions.

Adding behavioral events

To add behavioral events perform the following:

1. Create a new journey.
2. On the journey canvas, select Entry Trigger.
3. Choose User Event as the type of entry trigger.
4. From the Who have performed the event drop-down, select the event type Behavioral.
5. From the list of available behavioral events, you can either select from the existing custom events (if they meet your requirements) or create your own custom events.

Adding conditions in user event

Conditions in a User Eventallow you to define which customers can enter a journey based on specific criteria. For example, if you want to send an engagement offer only to customers who haven’t made a purchase in the past month, you can set a condition to include only those customers. This ensures that your journey targets the right audience.

You can set conditions based on either Transactional Events or Behavioral Events. When you select a Transactional Event, a list of available events appears from which you can choose the specific customer action to track. Similarly, when you select a Behavioral Event, you can choose from relevant customer interaction events to define your entry conditions.

Adding conditions for transactional events

To add conditions for Transactional Events, perform the following:

1. Create a new journey.
2. On the journey canvas, selectEntry Trigger.
3. Choose User Eventas the type of entry trigger.
4. From the Who have performed the event drop-down, select the event type Transaction event.
5. Select +Add entry paths to define further criteria for the customer to enter the journey.
6. Select +Conditions to add further conditions. For transactional event types, you can define conditions using various attributes based on the selected transactional type. These attributes help segment and direct customers through different paths based on specific characteristics or purchase details, such as loyalty status or engagement patterns.

Event Profiles and Attribute

The table below lists the available attributes for all transactional and behavioral event types along with their descriptions.

Transactional event

• Customer profile ( This applies to all the transaction event type )

• Transaction profile (This applies to Current transaction event type)

• Store profile (This applies to Current transaction, customer update , coupon issued and coupon redeem event type)

• Customer Registration Event Profile (This applies to Customer registration event type)

• Cart promotion / Gift voucher redemption (This applies to Cart promotion / Gift voucher event type which is triggered when a user performs the entry action)

• Target Profile (This applies to Target enrollment, Target value achieved and Promotion issued event type)

• Partner Program Profile (This applies to Partner program linked event type)

• Promotion Profile (This applies to Promotion issued event type)

• Customer Updated Profile (This applies to Customer update event type)

• Reward Issued Profile (This applies to Reward issued event type)

• Points issued Profile (This applies to Points issued event type)

• Coupon Series Profile (This applies to Coupon issued and coupon redeem event type)

• Coupon Redeem Profile ( This applies to Coupon reedem event type which is triggered when a user performs the entry action. )

• Tier Upgraded Profile (This applies to Tier upgraded event type)

• Tier downgraded Profile (This applies to Tier downgraded event type)

Behavioral event

For behavioral event type you can define conditions using three key attributes. The available attribute categories are Customer Profile, Store Profile and Behavioral Event Profile. The Customer Profile and Store Profile attributes are the same as those used for transactional events. However, for the Behavioral Event Profile, you need to configure the attributes based on your specific requirements.