An Event Pattern consists of series of events that occur in a particular way. Marketers can use event patterns to track and record the pattern of customers’ activities in real-time and act accordingly. The pattern’s state is updated by posting events to Interact at selected stages of customers’ activities. Event Pattern is an important component of Interact, and a marketer uses it to track changes in customers’ behavior in real-time and act accordingly.

From the release, many capabilities have been added to Event and Event Pattern, and they are as follows: 

  • A marketer can define Time Span to Event Pattern.
  • Events in Event Pattern can be Qualifying or Suspending Events.
  • Tracking of Event Pattern Inactivity.
  • Delay the action triggering for Event and Event Pattern.
  • New Event and Event Pattern actions, Suppress Offer and Qualify Segment.
  • Define Condition for Events in Event Pattern.
  • UI refresh for Event and Event Pattern List tab.

Let’s see the details of each feature:

1. In the earlier releases, the integration between Interact and Interact Advanced Patterns provides advanced pattern recognition capabilities for Interact implementation. An integrated environment provides enhanced time windows for the three basic Interact patterns.

From the release, now a marketer can configure all three standard event patterns with more sophisticated time spans during which the pattern compares incoming events with its criteria. The following additional options are available for each basic event pattern. 

  • Time bound 
  • Rolling time

This effectively adds six pattern options to Interact by adding two new time span options to each of the three standard patterns:

  1. Match all (time bound)
  2. Counter (time bound) 
  3. Weighted counter (time bound)
  4. Match all (rolling time)
  5. Counter (rolling time)
  6. Weighted counter (rolling time)

Time Bound Pattern: A time bound pattern can be a “Match all,” “Counter,” or “Weighted counter” pattern, but all composing events must occur within a defined time window. When a composing event is posted to Interact Runtime, Interact checks the occurrences of the pattern’s all composing events in the time window starting from the current time point. If event occurrences do not meet pattern definition, the pattern state stays as “condition-not-met.” Otherwise, if all events occur within the time window, the pattern state is set to “Condition-MET” (may trigger actions if configured). 

Now Interact checks another setting called “Extend true state for an additional period of time” and keeps the pattern as a “Condition-MET” state for the additional period of time (no pattern evaluation in this period of time). When the additional time passes, the pattern state is reset to “condition-not-met,” and the evaluation starts another cycle. In other words, Time Bound Pattern allows patterns to pause for a certain time after condition-met. The setting “Extend true state for an additional period of time” is only applicable to Time Bound pattern.

For example, suppose a marketer wants to offer customers who view the Product X web page 2 times within the span of 3 days. You want to withhold further contact with this customer for an additional 7 days to avoid contact fatigue.

The following diagram illustrates how the time bound option works.

Rolling Time pattern: A rolling time pattern can be a “Match all,” “Counter,” or “Weighted counter” pattern, but all composing events must occur within a defined time window. When a composing event is posted to Interact Runtime, Interact checks the occurrences of the pattern’s all composing events in the time window starting from the current time point. 

If event occurrences do not meet pattern definition, the pattern state stays as “Condition-Not-Met.” Otherwise, if all events occur within the time window, the pattern state is set to “Condition-Met” (may trigger actions if configured). After that, the pattern’s state is continuously re-evaluated in the same way as above and is repeated on a rolling base. For example, suppose you want to make an offer to customers who view the Product X web page 2 times within the span of 3 days.

The following diagram illustrates how the rolling time option works.

2. Qualifying or Suspending Events in Event Pattern:

Events that are part of Event Pattern can be Qualifying or Suspending Events 

Qualifying Events: Qualifying  Events are those events that are considered in evaluating the pattern state.

Suspending Event: If we add any event to Suspending Events Section of Event Pattern, then on the occurrence of that Event, Event Pattern stops evaluating any further Qualifying Events for the set duration for Suspending Event, Duration for Suspending event can in Days, Hours, Minutes or Weeks. Once the Suspending Event Duration is over, then again, Event Pattern starts evaluating Qualifying events.

3. Tracking of Inactivity of Event Pattern:

For Marketer, along with the tracking of Active State of Event Patterns, it’s also important to track the Inactivity state of Event Pattern. Consider the case of an Online Shopping Website where the marketer wants to track the behavior of the Customer if he checkout added items from his Cart within 7 days or not. This behavior can be tracked using the New option on the Action tab of Events Patterns “Invoke action when pattern state Not Met.”

For example, a marketer can check the Pattern state after 3rd day of adding items to the cart; if the pattern state did not change to Met, then Action will trigger, which can be configured for the Outbound channel to send reminders to checkout items from his cart along with an additional discount.

Inactivity for Event Pattern can be tracked by using the below options on Event Pattern Action:

  1. At the end of the cycle: On selecting this option, Pattern state will check at the end of the Defined Time Period for Event Pattern; if all qualifying events are not received in the defined Time Period, then Action will trigger.
  2. After the first event occurs, wait: On selecting this option, Pattern state will evaluate after the set duration of the occurrence of the 1st Qualifying event for the pattern. If, after the occurrence of the 1st event, all qualifying events are not received before validating the Pattern state, then Action will trigger.
  3. After the most recent event occurs, wait: On selecting this option, Pattern state will check after the occurrence of the most recent events, and the marketer can define the duration for checking events for pattern state.

4. Delay the action trigger for Event and Event Pattern:

From version onward, Interact supports the delay of invoking Event and Event Pattern actions. This feature provides marketers the ability to control when to invoke Actions.  An action can be invoked in three ways: 

Immediately: Sooner Event Pattern Condition MET or Not Met, Event Pattern Action Trigger.
After a duration: Marketer can add Delay to Action Trigger, Delay can be in Minutes, Hours, Days or Weeks 
At the scheduled date and time: Marketer can Schedule Event Pattern Action Trigger, Schedule can be in Date/Time of nth Calendar Day/Week/Month from the time when condition Met/Not Met.

5. Event and Event Pattern new actions Suppress Offer and Qualify Segment:

From version onward, Interact supports two more actions Suppress Offer and Qualify Segment for Event and Event Pattern.

Suppress Offer: This Action triggers when the condition for Event or Event Pattern is MET. Using this Action Marketer can suppress Individual offer or Group of Offers based on the Offer Attribute value. The difference between offer suppressing action and existing suppression rules is that the former can be triggered without relating to treatment rules.

Qualify Segment: This Action trigger when the condition for Event or Event Pattern is MET. Using this Action Marketer can enable specific Segment.

6. Conditions for Events in Event Pattern:

This feature is available from onward. Using this feature, Marketers can define conditions for events in a pattern. The conditions can be specified for qualifying events or suspending events of a pattern. Only when all conditions are met, then are events eligible for the pattern. A condition is a Name/Value pair that can be passed into PostEvent API as parameters in the runtime environment. This provides marketers another flexibility to control event patterns at runtime.

7. Updated UI for Event and Event Pattern List pane:

From version onward, the UI of Events and Event Pattern list pane has been updated; also Action column will display all defined (enabled) actions for an Event or Event Pattern.

So by using these features, marketers can create sophisticated Event and Event Pattern, which will help in tracking change in the behavior of the customer and take require action timely. To learn more about Unica Interact, you can reach out to us, and we will be happy to help.



Comment wrap
Further Reading
Marketing & Commerce | April 28, 2021
Unica is available on the HCL Software Solution Factory!
If you haven’t, you really should meet SoFy, which is HCL Software’s Solution Factory! It is another major step in Unica’s Cloud Native Journey. So, you may be thinking: what, how, why? Glad you asked: WHAT: SoFy provides access to dozens of HCL Software products and services! Products, including: Application Security, Databases, Integration, Testing, Workload Automation, Configuration Management, and now – Unica! Services, including: Data Stores, Scheduler, Code Security Scanning, Data Mapper, Test Engine, and Data Synthesis. HOW: SoFy provides enterprise-grade technologies that are exposed through: Dynamic deployable microservices. Accessed through well-designed REST APIs. Leveraging modern container and orchestration technologies. Integrated with smart common Services. WHY: SoFy provides bespoke solutions at your finger-tips that: It can be rapidly deployed to any cloud environment. Easily secured, monitored, and managed. Provide simple, consumption-based licensing. Once logged into SoFy, the fun can begin! With SoFy, you can: 1) Explore: A catalog of Products and REST APIs that are enabled for Kubernetes as Docker images and Helm charts, 2) Create: A set of microservice SoFy tools to help users discover and combine those APIs and products into SoFy solutions, including: a) A list APIs & products, generate solution Helm chart, deploy into test cluster and b) A simple GUI over these services, including Swagger UI for REST API documentation and 3) Release: A set of common SoFy services that run inside a SoFy solution, providing consistent setup & management of the solution. Accessing SoFy Getting started with SoFy is easy! SoFy presents as a web application available via any Web Browser.  As with any web application, users – customers, partners, and HCL staff – need to “sign up” for SoFy. You can go directly to the Register for SoFy page using the following link: The screenshot below displays the sign-up page. Also, you can...
Marketing & Commerce | March 31, 2021
2021 Loyalty Program Trends
This past year has been one of the most stressful, challenging and exhausting years our world has faced in quite some time. Brands have struggled to stay engaged with their customer base and to grow their bottom lines. Some businesses have flourished because they were prepared, while others have been forced to downsize or, even worse, close their doors. Looking deeper into 2021 and beyond, there is still so much that is unknown, but successful brands will deepen their relationships with their customers and will experience growth leveraging their loyalty programs and offers to their existing customer base. Consumers expect brands to have a finger on the pulse of their struggles and are resistant to being sold to by a brand that operates its marketing strategies in a vacuum, without considering the current circumstances. Successful brands will focus on non-purchase member engagement activities such as redemptions, digital interactions, and virtual experiences. They will benefit in the long run with the ultimate reward of conversion. As we expect some pre-pandemic trends to continue, this pervasive virus has forced us to accelerate change and has brought about unexpected challenges to the loyalty and business environment. In response to the many new obstacles we face as a society, we at HCL foresee the emergence of several key themes in customer loyalty. They are Personalization, Social Journey Integration, & Friction Detection. Personalization Research has proven that customer satisfaction levels are higher when brands personalize the customer experience, and loyalty is no different. 91% of consumers said they would be more likely to shop with brands who recognize and provide relevant offers and recommendations, and 83% are willing to share their data to make this work (Accenture). Consumers share that they are actively engaged in programs that are highly personalized and that make them feel...
Marketing & Commerce | February 3, 2021
Unica Interact – Better Handling of Learning Attributes with Auto-Binning
Segmentation in marketing allows brands to tailor their efforts in the right direction to the right audience. It lets you divide your customer base into segments based on their characteristics, demographics, age, gender, salary, and many such factors. Those efforts can relate to both communications and product development. Unica Interact allows marketers to perform real-time segmentation based on their behavior and their actions while exploring your product and website. One such great feature of Unica Interact is Auto Binning that lets marketers analyze the data collected after segmentation or categorization; the following article talks about the same. Auto Binning - What is it?​ Interact's built-in learning algorithm works partly by saving and analyzing the values of learning attributes when the offers were contacted and responded to. Some attributes may have a virtually unlimited number of unique values. However, due to limited resources and/or practical categorization requirements in an Interact system, we can save only a small number of them.  How will it help? It’s often observed that it's more reasonable to do the analysis based on the ranges of the values rather than its actual n number of values. Auto binning allows customers to create bins(Segments/Ranges) in Interact, and the learning sub-system will automatically do the mapping. How to define Bins in Interact DT? The bin definitions can be created from Interact -> Global Learning -> All Bin Definitions page, using the mapped learning attributes. The bin could be either Range Type or List type. For example, A Salary attribute can have n number of distinct values, and when this attribute is used in learning, analysis on these distinct values could be quite difficult. Hence we can divide different value ranges of Salary attributes into separate bins. We have created 3 bins on the Salary attribute  Low Income >=35000 Medium Income...