Insider One collects events and attributes from various data sources, including web, mobile, predictive products, and messaging channels, to help you analyze user behavior and deliver personalized experiences.
Events
Events capture user actions on your website or mobile app, such as button clicks, page visits, or purchases. Each event can include parameters that describe the action's context. For example, for the event Bought a Product, the parameters might be product_name: "shoes" and color: "red".
Events help you:
Track detailed user interactions.
Understand behavioral patterns.
Trigger personalized journeys or recommendations.
For example, if a user views Products A, B, and C, an event called Product Page View would be logged for each, including parameters such as Product Name, Product URL, and Unit Price for all three.
Attributes
Attributes represent user-related information such as first_name, last_name, or last_visited_product. For example, a user’s country or last name can be captured through the Insider Tag or SDK and stored as attributes.
Attributes help you:
Filter and segment users.
Store static user information.
Maintain the most recent value for a specific data point.
For example, attributes such as Last Visited Product Name or Last Visited Product ID always store the latest product the user viewed (e.g., Product C if they viewed Products A → B → C).
Attributes store the latest known value, ideal for profile-level data that changes infrequently, while events record each occurrence, ideal for behavioral tracking and analytics.
Attributes, events, and event parameters often work together to provide a comprehensive view of user behavior and product performance. For example:
A user’s attributes (e.g., age, location) can be combined with their event data (e.g., product views, and purchases) to understand how different user segments interact with the product.
Events can trigger updates to attributes (e.g., a purchase event updates the user’s last purchase date attribute).
Event parameters can be used to more precisely segment users based on specific properties of the events they generated (e.g., a homepage view event can be filtered to show users who viewed your website from an Android device).
By analyzing attributes, events, and event parameters together, you can gain deeper insights into your users, improve personalization, optimize user journeys, and make data-driven decisions.