What Are Tags and Why Should You Use Them?

Alex Hill Apr 11, 2018

Customers interact with your brand on an ongoing basis; as a marketer, it’s highly valuable to know when significant events or actions have occurred. By using tags you can begin to understand and take action in real time when those events and behaviors are happening — not sometime in the future, but right now!

What are Tags?

A tag is an attribute, keyword or phrase that can be associated to the customer profile. But tags are more than just keywords. They can also be utilized to show a customer’s affinity for a particular brand or product, if they complete a purchase, abandon a shopping cart, or register online. The possibilities are endless.

When we talk about listening for signals, we’re talking about tags! Tags allow the marketer to create an audience, which is a dynamic list of customer profile attributes (including tags) where we can evaluate for the existence or non-existence of a tag.

Tags generally fall into three categories:


Keywords or phrases that are specific to a campaign, customer or topic.


Combination of keywords strung together. Longer tags provide more targeted audience building.


General tag that broadly defines a characteristic, event or behavior.


Top 5 Reasons to Use Tags

  1. Build customer engagement through personalized multi-channel communications that are relevant and targeted based on information you’ve gathered from tags.
  2. As a marketer, make it easier to search for high value customers and know your customers!
  3. Optimize the audience building process using real-time events and behaviors.
  4. Reward customers based on the completion of an event or behavior identified from a tag.
  5. Marketing automation and sophisticated journey mapping logic with elements of machine learning and AI leveraging tags.

Time to Live (TTL)

Tagging is not just a static process. Tags can be set to expire after a defined period of time. The use case here is if a customer does ‘X’ and that behavior is only relevant to your brand for the next 30 days. After this period of time, the tag expires.

Incremental Tagging

Track incremental activity so you can determine how many times a customer has done a valuable action. Tags can be set to increment each time a significant event or behavior occurs. This enables you to effectively see that a customer has visited a high-value webpage multiple times.

Behavioral Marketing

Tags allow brands to get at the heart of Behavioral Marketing by giving them the ability to trigger relevant, timely, multi-channel communications at the moment it matters the most.