Standard Schema Data Management

The following document outlines the required formatting for all supported event types as well as reserved identifiers. Should you need to deviate from this collection schema please consult your implementation team before implementation.

• What is an event?
• Event Types
• Identifiers
• Attributes
  • Common
  • Profile
  • Site
  • Item
  • Campaign
  • Cart
  • Subscription
  • Transaction
• Examples

Events represent all inbound data collected from any of the supported methods such as direct to API, via the Lytics JavaScript tag or from a supported integration. Each event sent must include the following:

• Identifier
  At minimum one identifier must be included with each event in order to associate the fragment of data with a profile. In the case of the Lytics JavaScript tag, an anonymous identifer called _uid will be sent with every event.
• Event Type
  In order to determine how the event should be processed an event type must be included. Only event types from the definitions below can be included. Should you require a custom event type consult with your implementation team to determine options and if it is in scope for the project.
• Attributes
  Though attributes are not technically required they are what will contain the contextual data required to get the most out of Lytics. Any combination of the defined attributes can be included with each event.

{
    "event": "identify",
    "email": "[email protected]",
    "channel": "web",
    "profile": {
        "firstName": "Mok",
        "lastName": "Wahlboog",
        "title": "celebrity"
    },
    "campaign": {
        "name": "who-you-is-campaign"
    }
}

A single event type should be included in all inbound events to Lytics when using the standard schema. These events dictate the rules around how an event is processed and are extremely important to ensure profiles are accurately generated.

Identifiers represent unique, identifiable value for a user. By default, the Lytics JavaScript tag will append an anonymous _uid to all collection events but additional identifiers as defined below can and should be leveraged to improve identity resolution.

Attributes represent a standard set of meta data associated with an event. For instance, when an event is sent from the web it should include the relevant site attribute data in order to facilitate the best behavioral understanding. The standard schema supports attributes for a variety of common collection events ranging from ecommerce to generic activity.

Common attributes are optional key/value pairs that can be included with any standard Lytics event. They generally give more context of source, time, etc.

A person (alive, dead, undead, or fictional).

Attributes related to a website or online property.

Any offered product or service. For example: a pair of shoes; a concert ticket; the rental of a car; a haircut; or an episode of a TV show streamed online.

Any marketing initiative to be associated for attribution.

An e-commerce shopping cart. Carts are responsible for holding pending transaction details and are commonly marketed against.

A subscription, generally referenced in a transaction, represents an ongoing relationship with a product.

A single transaction such as a purchase or reservation. Each transaction will likely have its own unique invoice or id and contain a subset of products or campaign information.