Demand generation / Measurement and attribution / ARTEFACT
The event schema
The list of events, their properties and their owners, agreed before anything is instrumented.
The event schema drawn as a schema. Parts: Event catalogue, Property definitions, Consent conditions and Implementation map. Acceptance: Every scoped event records an approved name, trigger, property contract, consent condition and owner. Every event has a runnable test case with no undefined implementation field.
01
Event catalogue
02
Property definitions
03
Consent conditions
04
Implementation map
- Every scoped event records an approved name, trigger, property contract, consent condition and owner.
- Every event has a runnable test case with no undefined implementation field.
WHAT THIS ARTEFACT IS
A named output with defined parts
An event schema is the agreed catalogue of user and system actions, their properties, consent conditions, owners and downstream uses before tracking code is implemented.
What is inside it
- 01
Event catalogue
Each user or system action has a stable name, a business question and a named owner.
- 02
Property definitions
Every property records its type, allowed values, source and whether it may contain personal data.
- 03
Consent conditions
Collection rules state which consent state permits each event and which events remain strictly necessary.
- 04
Implementation map
Each event is tied to a trigger location, destination, test case and release owner before tracking begins.
WHAT IT TAKES
Inputs, time and ownership
FROM YOU
4 inputs
- Business question list
- Website and product flows
- A named measurement owner
- Existing tracking documentation
WORKING RANGE
CLIENT ROLE
A measurement owner must approve the business questions, event names, consent conditions and downstream use of each record.
WHERE IT SITS