Event collection is the listening layer of a marketing data architecture: it captures website, mobile application, and other engagement activity, often in real time, before the data enters a marketing data lakehouse. section 4.2.2
The captured events can differ in identity and activation value:
- Anonymous data supports measurement but is not targetable. section 4.2.2
- Pseudonymous data creates individual records that can be matched only with specific advertising platforms. section 4.2.2
- Personally identifiable data can be matched with the broader marketing data lakehouse. section 4.2.2
A composable collection path
Analytics software such as GA4, Adobe Analytics, or Twilio Segment can stream engagement events into AWS S3 or Google Cloud Storage, where they can be queried for up-to-date data. Transactional records follow a separate batch-ingestion path. section 4.2.2
Figure 4.2 Architecture diagram for a marketing stack
Use the architecture diagram to place event collection alongside ingestion, customer profile unification, and activation. section 4.2.2
