Introduction

Business Events in MoEngage allow marketers to create events that are based on business actions rather than user actions and run campaigns when these events occur.

Event-Triggered vs. Business Event-Triggered Campaigns

Both event-triggered and business event-triggered campaigns start when an event occurs. However:

• An event-triggered campaign is triggered by a user action, such as a customer viewing a webpage (Web Page Viewed).
• A business event campaign is triggered by an action taken at the business end, such as a brand restocking an item.

Business events help businesses create events within MoEngage that are based on these internal business actions.

The Challenge with Manual Campaign Creation

Consider an e-commerce brand where thousands of products go out of stock and are restocked daily. If ten products are back in stock and the brand wants to notify customers who asked to be informed, marketers typically do the following for each product:

1. Create a segment for each back-in-stock item. This involves mapping the item's Product ID with the Product ID of the item now in stock.
2. Personalize the campaign content for each back-in-stock product.
3. Publish the campaign.

Creating a new campaign each time a product is restocked requires a lot of manual effort, which can lead to errors or missed opportunities.

MoEngage business events reduce this manual work and overhead. You can do all the above with just a single campaign.

How Business Events work

To run a back-in-stock campaign using business events, complete these steps:

1. Create a business event named BackInStock. Include event attributes such as Product ID and Product Name. Each product's Product ID is unique.
2. Create a segment of your users. In a back-in-stock campaign, you will notify users who either viewed the product or clicked a "notify me" option. For users who viewed the product, MoEngage tracks a ViewedProduct event, and the product's Product ID is available as an event attribute. To create a dynamic segment that notifies users who viewed any out-of-stock product, set up the segment to dynamically map the Product ID event attribute with the business event's Product ID attribute.
3. Create a business event-triggered campaign and associate it with the BackInStock event.
4. Trigger the BackInStock event when an item is restocked.

This setup allows the campaign to run automatically whenever the item is restocked. Marketers do not need to create multiple campaigns. Instead of running many different campaigns, they simply configure one, and it runs automatically when the item is back in stock.

Benefits

By automating campaigns based on business logic instead of just user actions, this feature empowers you to move from reactive to proactive engagement. Here’s how business events address your key challenges:

• Target with precision, effortlessly: Leverage dynamic segmentation that automatically matches the right users to the right business event. By creating a rule just once—for example, matching the business event's ProductID with the ProductID of an item a user has wishlisted—you eliminate the need for constant, manual segment creation for every single product or alert. This ensures your campaigns are always timely and relevant without the operational overhead.
• Automate hyper-personalization: Deliver messages that are perfectly in context by dynamically pulling attributes from the business event—such as `Product Name`, `Image URL`, or `Ticket Price`—directly into your campaign content.
• Achieve unprecedented scale: Replace dozens, or even thousands, of manual, single-use campaigns with one intelligent, automated parent campaign. For instance, a single "Back-in-Stock" campaign can handle every restocked product in your catalog, freeing you from the operational nightmare of building a new campaign for each item and allowing you to focus on optimizing the core strategy.
• Measure what matters with unified analytics: Gain a clear, holistic view of your strategy’s performance. Instead of trying to consolidate data from hundreds of fragmented campaign reports, you can track the overall business impact of a use case—like "Price Drop Alerts"—from a single, unified dashboard. This makes it easier to prove ROI, optimize your approach, and report meaningful results to leadership.

Use Cases

E-commerce

• Send back-in-stock campaigns when an item that was previously unavailable is now back in stock.
• Automate price-drop alerts by creating business event triggers when a price drops and then creating a campaign based on these triggers.

Over-the-Top Platforms (OTT)

• Engage customers by updating them about new episodes or season releases for their preferred web series.
• Promote content by creating campaigns in various outbound channels to notify users about upcoming movie and web series releases for the current week or month.
• Recommend similar content by sending new OTT series alerts to users who prefer a specific genre. For example, if a new crime procedural is released, send alerts to users who prefer to watch crime procedurals.

Travel and Hospitality Industry

• Communicate flight delay or cancellation information with airline travelers.
• Send price-drop alerts on previously viewed flight tickets.

User-Generated Content

• Send an update when a blogger or a person the user follows is online or hosting a live session.
• Send updates when new videos or posts are uploaded in preferred channels.
• Recommend trending content to users who have previously shown interest in similar content.

Next Steps

1. Create Business Events
2. Create a Business Event-Triggered Campaign
3. Trigger the Business Event to run associated campaigns