Schemas that outlive a rebrand
Event names full of campaign language age badly. Properties carry context; names should stay dull and durable.
- schema
- naming
When a marketing season ends, events named after slogans become archaeology. Prefer object_action patterns and put campaign, surface, and plan into properties.
Document ownership next to each critical event. Orphaned schemas are rewritten by whoever ships next—usually under deadline pressure.
Schema Studio sessions we run spend as much time deleting near-duplicates as inventing new names. Collapsing noise recovers more trust than adding another funnel step.
Keep the living schema where engineers already look: a repo doc or shared sheet with owners, not a forgotten slide.