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Tags

Tagging is a concept in the Plexure platform that allows a customer to target specific consumers with content (offers, push messages, and/or banner advertisements, etc) based upon the assignment of specific tags to those consumers.

These tags define specific things about the consumer and can be based on traditional segmentation such as demographics (male or female), or more advanced segmentation, such as their product preferences or previously exhibited behavior. 

As an example, if a consumer loads their mobile app for the first time with the Plexure SDK, the consumer could be asked to register.  This would result in knowing they are between 30 and 40 years old male that lives in Aberdeen, South Dakota, United States.  Tags could be assigned such as "30-40-year-old" and "male" and perhaps a regional tag "State_South_Dakota". 

Based upon the assignment of tags, specific content could be configured now to target consumers based upon if they have a tag, or don't have that tag, or a combination having and not having tags. For example, if we have a tag setup for all consumers that reside in the state of South Dakota, then we could configure a push notification to be sent to all consumers that have that tag (i.e reside in South Dakota).

Tags can also be assigned based on the consumer's previous behavior.  For example if the Plexure sees a consumer has dwelled for longer than 10 minutes in a specific part of a retail store, this could add a tag "interested_in_kitchenware".

These tags are maintained by the Plexure platform’s Tagging Engine, which evaluates the current configuration, consumer’s data, activity, regional conditions, and operating conditions to determine which tags to associate with the individual consumer. 

Tags are categorized on the platform as consumer Tags or Operating Condition Tags:

Consumer Tags

This type of tag is the type of tag discussed above.  It is attached specifically to a consumer and describes attributes about that consumer for targeting.  The type of consumer tags include:

  • Demographic Tagging – These tags relate to a consumer’s personal information which is usually captured at consumer registration, for example:

Tag

Description

Age

Specifies the age range that the consumer is associated with (e.g. 18 - 24). This is dependent on the consumer submitting their date of birth information during registration.

Birthday

Specifies the consumer's birthday status (e.g. Birthday Today/Birthday Not Today). This is dependent on the consumer submitting their date of birth information during registration.

Gender

Specifies whether the consumer is male or female.

 

  • Platform Tagging - These tags are applied to the consumer automatically by the Plexure platform.  These are fixed and standard tags and work default out-of-the-box for all clients, examples of these tags include:

 

Tag

Description

GCMRegistration

The Plexure platform automatically applies the tag to the consumer if they have a Google Cloud Messaging (GCM) push message token.

APNSRegistration

The Plexure platform automatically applies the tag to the consumer if they have an Apple Push Notification Service (APNS) push message token

 

 

 

  • Activities Tagging - Activity tags are applied to the consumer automatically by the Plexure platform based on activities that a consumer generates, examples include:

 

Tag

Description

App Sessions

Plexure automatically applies a tag to consumers based on the number of times the consumer has opened the app in the last 30 days.

Offers Redeemed

Plexure automatically applies a tag to consumers based on the number of offers the consumer has redeemed in the last 30 days.

Days Since Registration

Plexure automatically applies a tag to consumers based on the number of days since the consumer first registered.

 

  • Default Tagging – These represent select tags that can automatically be assigned to a consumer upon application registration. This could be something as simple as establishing a tag of “January App Download” and assigning this to the consumer upon initial registration.

 

  • Subsequent Tags – These are associated tags that are added or removed to a consumer based upon addition or removal of another tag. An example of a Subsequent Tag might be as a consumer’s birthday passes, the tag associated with 25-30-year-old is removed and the tag of 30-35 is subsequently added.  This evaluation happens in real-time.

 

  • Delayed Subsequent Tags – These tags are just like Subsequent tags, however the evaluation and application of any new tags is accomplished on a scheduled basis, not in real-time.

 

  • Advanced Tag Removal – This is a concept that allows for conditional tag removal utilizing more complex evaluation criteria. So for example, if the consumer has a tag for “Strawberry Milkshake” that is removed, the advanced tag removal rules would determine that as long as the consumer doesn’t have a tag for “chocolate milkshake” and/or “vanilla milkshake” then remove his general preference tag of “likes milkshakes”

 

 

Operating Condition Tags

Operating Condition Tags are not related to the individual consumer, but rather their environment.  For example an Operating Condition Tag "Hot" would be visible to a consumer's operating conditions when they are in a location that is currently known to be hot using Plexure's weather lookup system.

  • Manual Operating Condition Tags – Operating conditions that are created in Plexure and enabled or disabled manually.
  • Manual Regional Operating Condition Tags – Regional operating conditions that are created in Plexure and enabled or disabled manually.
  • Automatic Regional Weather Operating Condition Tags – Automated regional weather operating condition tags require Regions to be setup and the external weather feed configured. Regions can be defined and configured in the backend platform at an Owner level. Each region is then automatically updated (on an hourly basis) and the relevant weather operating condition tags for that region. This means that at any point in time for any given region there are a range of active and inactive weather operating condition tags. Examples can include: 

Tag

Description

Hot

27°C – 40°C/81°F – 104°F range in the region the consumer is currently in

Currently Snowing

It’s snowing in the region the consumer is currently in

Overcast

There is currently partial or complete cloud cover in the region the consumer is in

 

Tag Groups

Tag Groups are a hierarchal grouping structure of related tags (think of it like a folder), for instance the Tag Group "Demographics" might be the folder for tags related to a consumer’s age, gender, location, race, etc.  Please note, as discussed below, Tag Group is a mandatory value when defining a Tag.

Segments

Segments are a powerful way for marketers to define a set of tags that makeup a common marketing target.  For example you may want a Segment called “Soccer Dad” which contains all the consumers that have a Tag of “35-40-Year-Old Man”, “Has Children”, “Has purchased sporting goods”.

When content managers setup an offer relevant to this segment, instead of defining all the tags to target, they simply choose the one segment "Soccer Data".

Segments can have complex tag expressions such as, "includes tag a, b and c but not d".  This supports AND, NOT and OR statements.  Please see our help section dedicated to Segments Here.

Content Tags

These tags are used to identify and categorize content itself, so for example, you might categorize all alcoholic drinks as “Bar” or “Night Life” whereas you might categorize hamburgers and French fries as “Food”.  This meta data is often useful from within an app or website to break out types of content consumers might be interested in.  Or it can be used by machine learning systems to identify what categories the content was structured into.

 

Configuring and working with Tags within the Plexure platform

 

When viewing an owner organization, you can view a list of all tags setup in the platform by clicking on the settings cog on the top right of the screen and selecting "Tags" from the drop down list. You are first shown a complete list of all tags in the platform, and can specifically view all tag groups, all tags or all tag values from the navigation on the left hand side of the page. 

All tags have four key values: 

  • Tag Group: This is a label or bucket to which individual tags can belong. E.g: Demographics. 
  • Tag: The actual tag within a larger tag group. E.g: Gender. 
  • Tag Value: The specific value. E.g: Male
  • Tag Reference Code: The code used to technically reference the tag. E.g: Demographics_Gender_Male

 

In order to make use of the tags, the tags need to be created on the Plexure platform first. The Tag Reference Code is the key piece of data that is passed from the mobile app to Plexure telling Plexure to add the tag to a consumer's profile. The tags can be updated through the Consumer API by checking on the tick box available on the New Tag Value page.

 

Creating a new tag first involves selecting which type of tag you want to setup, each tag type has a slightly different workflow, the following are options: 

  • Consumer Segment Targeting List: Creates a tag to be used as a consumer segment, which is an automatic tag applied by the Plexure platform based on a consumer having other segment defining tags. E.g: If a consumer has tag x, y and z then give them the segment tag a. 
  • Operating Conditions List: Creates a manual non-regional operating condition. This is a platform wide condition that needs to be manually enabled or disabled. 
  • Regional Operating Conditions List: Creates a regional operating condition, sometimes manual but usually automated and used for managing regional weather conditions.
  • Segment Tags: Usually a number of tags can represent a particular demographic which can be combined together to form a segment. For example, if a consumer has the following three tags - 18-25, Male, Sports Fan - then we'll add them to the segment "Sporty Young Males". However, depending on the business need a tag may even be directly set as a segment tag if it represents a demographic in itself.
  • Content Tags: Creates a content tag which can be applied to any type of content (Offers, Banner Ads, Loyalty Cards, Stores). Content tags are typically used to describe the content; i.e: A 2 for 1 beer promotion might receive the content tag "Nightlife".

 

Tags List Page

 

Add New Tag Group Page

 

Add New Tag Page

Add New Tag Value Page

 

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