Campaign and response event usage example: Braze
Overview
This page outlines an example of using the Campaign Event NonRPI and Response Event Feed Layouts to ingest externally generated campaign data. The campaign and response event feed layouts are a combination of feed layouts that are used in conjunction to load this data to Redpoint CDP. In this example, we will use Braze and an email campaign's data to demonstrate the use of the feed layouts, with the goal of loading the email delivery disposition data to the CDP.
Campaign event records
A campaign event record represents an individual with an associated marketing entity within a campaign initiative. That marketable entity could be an email, mobile phone, or address, for example. In relation to the campaign, the individual may be targeted to receive a communication like an email or be marked as a control for analysis to be done on the effectiveness of the campaign. Both types of campaign event records would be captured for a given individual and associated entity. Every record that is included in the campaign initiative should be captured as a campaign event record.
In the case of an email campaign, the campaign event record would be all of the records targeted for a campaign initiative. Some systems don’t capture the control groups the same way that Redpoint does, and the only campaign event records you can get are the records that were attempted to be targeted (contacted). An example would be an email send event record, and that is what will be used as the campaign event record from Braze.
Response event
Response event data is data that is associated to a campaign event record. So, in the case of an email campaign, the response data would be the open, click, bounce, unsubscribe, as well as other types of dispositions supported by the marketing channel used in the initiative.
Mapping source data to a feed layout
The first step in mapping source data to a feed layout starts with knowing the appropriate feed layout(s) to map the data to. In this example, we are focusing on the Campaign and Response feed layouts, because we are trying to load email disposition data. If Braze were a source of email addresses or other data, there may be additional feed layouts that would be used in conjunction with the source.
Once you have identified the appropriate feed layouts to use to ingest the source data, you need to review the feed layouts and determine how to map your source data so that it is captured properly in the CDP. You will need to start with a sample of the source data that will be available and map that to the appropriate fields in the field layout. The field layouts have descriptions for each of the fields that are available in the feed layout and the details of each field. The descriptions will help determine what data should be mapped to that column. In addition to that, there are certain set of fields that are required for each feed layout. Those are important fields to the ingestion of the data as well as the minimum set of fields that need to be provided for the feed layout to be considered valid. The information related to the feed layout definitions can be found here: Feed layout general information.
In the case of Braze, the data is provided in JSON format. Here is a link to the Braze site with details related to the various email events: https://www.braze.com/docs/user_guide/data_and_analytics/braze_currents/event_glossary/message_engagement_events#email-send-events.
The definitions on this page seem to differ slightly, with the actual structure of the data that is sent when a “current” is defined in Braze to generate this data. The overall key/values are available, but the format is different.
When mapping the feed layout, always validate the actual file/output from the vendor as opposed to relying on the sample provided/documented by the vendor.