This article outlines the standardized event classification system used across all data sources. Events are categorized by Event System (data source), Event Class (high-level categorization), and Event Type (specific activity type).
Event Systems Overview
| Event System | Description | Primary Data Source |
| AnalyticsJS | Website tracking and visitor behavior | Customer website interactions |
| Salesforce | CRM activities and object changes | – Leads – Contacts – Accounts – Opportunities – Tasks – Campaign Members |
| Eloqua | Marketing automation platform activities | – Email campaigns – Form submissions – Landing pages |
| HubSpot | Marketing automation and CRM activities | – Email events – Form submissions – Contact management |
| Marketo | Marketing automation platform activities | – Lead activities – Email interactions – Program engagement |
| Pardot | B2B marketing automation activities | – Prospect activities – Visitor tracking |
| Professional social media advertising | – Ad impressions – Lead generation forms | |
| Social media advertising | Lead generation forms |
Event Class Definitions
| Event Class | Purpose | Typical Sources |
| Inbound Activity | Prospect-initiated engagement | – Website visits – Content downloads – Form fills |
| Inbound Marketing | Marketing-driven inbound activities | – Campaign responses – Lead generation forms |
| Inbound Sales | Sales-driven inbound activities | – Email replies – Meeting responses |
| Outbound Marketing | Marketing communications sent | – Email sends – Campaign activities |
| Outbound Sales | Sales communications sent | – Sales emails – Calls – Meetings |
| Disengagement | Negative engagement | – Unsubscribes – Bounces – Spam complaints |
| Operational | System/administrative activities | – Data processing – Bot traffic |
| Inbound – Paid Social Engagement | Paid social media engagement | LinkedIn/Facebook ad interactions |