Events Explained

Robert Leefmans
Robert Leefmans
Mar 8 2021
Posted in Best Practices

A comprehensive guide to event-driven marketing.

Events Explained

The term Event-Driven Marketing (EDM) or Event-Based Marketing (EBM) has been around for many years. Event-driven marketing is a marketing tactic in which you respond to changes in the situation or behavior of individual customers and prospects to communicate the right message to the right person at the right time. The goal is to improve Customer Engagement by being personally relevant.

Event Definition

But first, let's look at the definition of Event according to the Oxford Dictionary:



  • a thing that happens or takes place, especially one of importance.

In the context of marketing, an "Event" is defined as a detectable change in individual behavior. Event-driven marketing is also known as trigger-based marketing. In this case, the Event becomes a trigger that creates a relevant interaction.

Event-Driven Marketing Empowers Engagement

Event-driven marketing has been around for some years now, but never before has it been easier to detect real-time events and connect different actions to them. And now, consumers increasingly expect tailored communication and information. Event-driven marketing can take care of this. It makes your campaigns relevant since it is related to behavior.

In Notificare, we have made it even easier by already capturing default events without doing anything. This gives you a head start, and you can already rise to tailor your messaging to customer behavior without any effort.

Event Types

Here is an overview of the default events the Notificare platform captures.

  • Application Install Event is collected when your app launches the SDK for the first time. If a user uninstalls the app and installs it again, this Event will be registered again.

  • Device Registration Event is collected whenever the platform detects a device for the first time after the app has been installed.

  • Application Uninstall Event is automatically registered whenever a feedback signal from APNS, FCM, or the Web browsers is received, informing Notificare that a device no longer exists.

  • Application Upgrade Event is collected whenever we detect a different app version in comparison with the last known version. This will only happen when a user opens the app for the first time after it has been updated.

  • Application Open Event is registered every time a user opens the app.

  • Application Close Event is collected every time a user closes the app, we will consider it as a session that has ended and register automatically the Event.

  • Application Error Event is collected after our SDK detects an application crash in your iOS or Android app.

  • Messages Sent Event is collected as soon as the message is sent to a device.

  • Messages Received Event is collected as soon as the message is received on the users' devices.

  • Messages Opened Event is collected every time a message is opened. It will include information about the user, device, and the message itself.

  • Messages Influenced Open Event is collected every time a message is opened from the lock screen or notification center. It indicates that the app was opened because of remote messages.

  • Email Contact Opt-in Event is collected every time an email contact confirms its subscription, either via one of our email subscription forms or when you create a new contact that requires opt-in.

  • Email Link Tracked Event is collected every time an email contact clicks on a link in any of your messages (when link tracking is enabled).

  • Email Contact Opt-out Event is collected every time an email contact clicks an unsubscribe link.

  • SMS Number Opt-in Event is collected every time an SMS number confirms its subscription.

  • SMS Number Opt-out Event is collected every time an SMS number clicks an unsubscribe link.

  • Regions Sessions Event will be automatically collected whenever a user has visited any of the Geo-Zones you have created.

  • Beacons Sessions Event will be automatically collected whenever a user has left the vicinity of any of the beacons you have created.

  • Scannable Found Event will be registered whenever an NFC tag or QR code is scanned.

  • Link Clicked Event will be registered whenever a user clicks on a short link generated in Notificare.

And for the many Add-Ons Notificare offers, there are even more events available. For more information, check out this overview.

Custom Events

However, compared to the list above, the power of Custom Events is limitless. By allowing you to register any event exactly when it happens you can go deeper in your analysis and transform any data point into a powerful interaction.

A Custom Event is a free form event. Its name is chosen by you, so its meaning is intrinsically connected to the purpose you assign to it. To make the best use of all Custom Events across your campaigns, it is crucial to keep track of all the events you register and make sure you discuss with your developer exactly what is and what is not covered.

How to use events?

  1. Automation
    As explained in the article Automation 2021, Leveraging actionable analytics and marketing automation, a distinction is made between client-side and server- side custom events. Both can be used in the platform in a similar way and, with any added data, are the source for many automated campaigns.

  2. Event-Based Audience Selection
    With Event-Based Audience Selection, you can follow-up on users based on all their previous interactions and create fine-grained selections for campaigns. Reaching your customer that opened your newsletter, promotional push notification, or clicked on a link in your SMS is never been this easy. Read more about Event Based Audience Selection.

  3. Analytics
    And of course, events can always be used for analytics and their corresponding reports. And although Notificare excels on actions on top of these analytics, the analysis over time can also provide you with insights that you can use at a later stage. Read more about analytics.

  4. Event triggers for 3rd party systems
    And last but not least, the detected Events on the Notificare platform's channels can also be used to control any 3rd party system. And yes, this can even be done in real-time. By using our standard export capabilities, and in most cases in combination with Scheduled Tasks, you are able to transfer this data to any cloud storage solutions like AWS S3, Google Cloud Storage, Azure Blob or (S)FTP server. And when this is not fast enough, you might want to consider implementing our real-time-webhooks with the Live API.

Want to explore event-driven marketing?

Do you want to get your Events tracked and set-up your campaigns according to whatever happens on your Engagement channels? Just reach out to our Support Engineers, so we can help you with your first Event-Driven Campaign.

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