Event Model
The walkerOS event model was created to support analytics, marketing, privacy and data science needs.
Entity-Action Approach
The Entity-Action approach is core of the walkerOS event model. It's a framework designed to capture user interactions in a structured yet flexible way. Two primary components define each event:
- the 'entity' (what is involved within an interaction) and
- the 'action' (what is done with the entity)
This method provides a comprehensive and clear structure of user behavior.
One of the great things about walkerOS is the full flexibility of event definitions. You can build your tracking based on your business logic instead of trying to press your business logic into analytics specs.
Tracking shouldn't sound like some abstract technical concept. It should feel natural and everyone involved should immediately understand it. Only when everyone understands what is being measured, there will be fewer misunderstandings, higher data quality, and more actionable data in the organization.
Event Structure
A walkerOS event consists of three components:
- a trigger (e.g. load)
- an entity (e.g. page)
- an action (e.g. view)
Here's an example of the structure and components of a walkerOS event. Keys are static, their content can be defined dynamically with different value types.
Event names are a combination of the entities involved (promotion) and the action performed (view).
The structure remains consistent across all interactions, whether the event e.g.
is a page view, session start, product visible, or order complete.
Data Properties
Data properties describe the entity in more detail. Depending on the entity (e.g. product, order, content) they can vary and provide specific insights relevant to the interaction.
Context
Context refers to the state or environment in which the event was triggered. It could be as simple as a page position or as complex as the logical stage in a user journey, like a shopping journey from inspiration to checkout stage.
Globals
Globals describe the overall state influencing events or user behavior. These might include the theme used, page type for web, or cart value.
Custom
A reserved space for individual setups to comply with the defined structure, but also to support custom requirements.
User
There are recommended identifiers used for stitching user journeys together:
id, device, and session.
This enables cross-device tracking or linking sessions for a cohesive user
journey. On a server-side setup, a temporarily hash value is added. Any other
user-related information can also be added. A few values are recommended:
Consent
Consent captures the permissions granted by the user, which is crucial for subsequent data processing and helpful to comply with privacy regulations.
Source
The source is the origin of the event, including type (web, app, server), specific site or component, and referrer information for basic journey attribution.
Strengths
Structured flexibility
walkerOS is the single source of truth of data collection. The event model ensures comparability, manageability, and minimizes implementation efforts, preventing data leaks or inaccuracies.
Vendor-agnostic
The event model is designed to be resilient, allowing adaptability to future legal or internal requirements without vendor lock-in.
Industry-agnostic
The model supports diverse use cases beyond e-commerce, including media, (B2B) SaaS, and more, ensuring versatility and comparability.