Tags

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What Are Tags?

Tags provide a straightforward mechanism to categorize members for segmentation purposes without using Profile Fields. Tags can be assigned to Tag Groups for organization, and both Tag Groups and Tags can then be used in segmentation. Some examples of what you might use Tags for include:


  • Data analytics performed in a system outside of Enterprise (e.g., loyalty points, purchase behavior, spend, frequency, or any combination thereof)
  • One-time audience selection (e.g., members who attended a specific event or completed a customer satisfaction survey)
  • Non-demographic data that might reside in a CRM system (e.g., guest behavior such as "bar patron", "dinner guest", or "lunch guest")
  • Member source (e.g., members who joined or updated their profile through your corporate website, social media, or a survey)


Why Would I Use Tags Instead of Profile Fields?

The screenshots below illustrate a Tag Group called "Guest Behavior" with Tags such as "bar patron" and "lunch guest". You could achieve similar functionality by creating multiple checkbox Profile Fields such as "bar patron" and "lunch guest" or by creating a single text Profile Field called "Guest Behavior" that can contain arbitrary values such as "bar patron" or "lunch guest".


The differences between Tags and checkbox Profile Fields in this scenario are:


  • Tags can be grouped for segmentation purposes. A Tag Expression stating "Has any Tag in Tag Group 'Guest Behavior'" is much simpler than one with multiple Profile Field Expressions stating "bar patron Equals True OR lunch guest Equals True OR dinner guest Equals True OR...". More importantly, new Tags can be added to the "Guest Behavior" group (for example) without having to change the segmentation; in the case of checkbox fields, the segmentation would need to be modified each time a new field were added.
  • Checkbox fields can (and will by default) be rendered as checkboxes on the Member Subscribe Page. Tags can't be rendered on the Member Subscribe Page without custom Javascript.
  • Segmentation using Tags is quicker in terms of performance than segmentation using checkbox fields. This might be a consideration if you have a large list.
  • Unlike Tags, Profile Fields can't be deleted if they're referenced in existing pre-defined Segments.

The differences between Tags and text Profile Fields in this scenario are:

  • Text fields can store only one value for each Member, whereas each Member can have an unlimited number of Tags.
  • Profile fields can accept arbitrary values, whereas Tags must be created on the Manage Tags screen before they can be assigned to Members.
  • Text fields can be rendered as input boxes on the Member Subscribe Page.
  • Unlike Tags, Profile Fields can't be deleted if they're referenced in existing pre-defined Segments.


How Do I Create Tags and Tag Groups?

Tags are created on the Manage Tags page of Enterprise. A Tag consists of a Name and optional Description. Tags can optionally be assigned to Tag Groups, which are created on the Tag Groups page. There are two reasons to assign Tags to Tag Groups:


  • For segmentation purposes. Segment expressions such as "Has any Tag in this Tag Group" provide functionality that is not possible with profile fields, because profile fields can't be grouped in this way.


Tags can be assigned to a Tag Group or moved from one Tag Group to another at any time. Tags and Tag Groups can also be renamed at any time, but be aware that Tags might be referenced in your Member Subscribe and/or Quick Subscribe pages by Name rather than ID: in that case, renaming a Tag would break those references.


How Do I Assign Tags?

You can assign Tags to members whenever you add or update member profiles:



How Do I Use Tags?

Tags can be used in segmentation by creating a Tag Expression, as described in Building a Segment based on Tags. They can also be exported.


Tags can be used to display Member Subscribe Page content dynamically, by incorporating custom Javascript.