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Events & Attributes Overview

Attributes and events work together to power your marketing.

A key understanding point as you look to create and send messaging is the difference between an attribute and an event. Both are essential for developing customer journeys, with events driving real-time actions and attributes allowing for specific segmentation and personalization of messaging.


Attributes

Attributes  are tangible data points about a user, primarily provided through the data integration. 

  • Use case: Attributes can create a segment of knee pain patients over the age of 35, with the combination of a knee related ICD-10 code and date of birth attributes.
  • Ex.: First name, date of birth, evaluation date.


Events

Events are the results of actions a user took.

  • Use case: Events trigger campaigns or workflows, so if a patient responds to the NPS email with a 9 or 10 (that’s the event), they will enter the Review Campaign and receive an email. Clicking the review link is also an event.
  • Ex.: Email opened, visit attended.