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An action is an executable delivery or interaction step within a Tactic. An Action triggers recorded Events; it does not by itself prove a consumer outcome or causal effect.

Its actions— 1

• Send emailexemplarOne outbound email delivered to one subscriber as a step within a tactic; it triggers an engagement event and proves nothing about outcome by itself.

Why it matters

What goes wrong without it, as the commitments that license this kind say it, each standing on its sources.

• Separate executable actions, observed events and consumer actor grainWhat a system did and what a person did are different facts, and the two are easily merged — which is why event models separate what was explicitly triggered from what was implicitly observed. A send is not an open; a delivery total is not a set of people. Once an execution record and a behavioural observation are the same kind of thing, every count downstream quietly mixes them, and an audience figure stops being checkable.
  XDM ExperienceEvent Class · Declaring the Grain
• Model offer as the governed value exchangeAn offer has terms, eligibility and a validity window; a campaign, a message and a creative do not. Left implicit inside the creative that carries it, the same discount is re-described in every asset that mentions it, and no one can answer afterwards what was promised, to whom, or until when.
  Offer
• Scope activation and calculation explicitly in time and geographyTwo reports can describe the same activity and disagree entirely because one covers a different window, or a different market, than the other. Free-text dates and place names put that scope beyond the reach of any check, so the two compare cleanly and wrongly. Time and place are dimensions with a boundary and a basis, not labels on a record.
  Time Ontology in OWL · GeoSPARQL 1.1
• An exemplar shows the shape a record takesA model with no instances cannot be evaluated, and a model with invented instances cannot be trusted. Treating an example as documentation of a concept rather than an assertion about the world resolves the bind: one marked exemplar shows what a record of the kind looks like, while the claim that any such record exists stays unmade.
  SKOS Simple Knowledge Organization System Reference · Toward Principles for the Design of Ontologies Used for Knowledge Sharing