One key concept when creating custom tags is the idea of hierarchical tags or umbrella tags.  An umbrella tag can be auto set because a contact has another relevant tag.

Umbrella tags can save lots of work and ensure your tags are always organised hierarchically.

They also support ad-hoc analysis of your existing segments in new way not considered at the initial setup.

Consider the following scenario:

  • Your store offers online workshops which customers can sign up for free.
  • You have two types of workshop (Workshop 1 and Workshop 2).
  • Each type of workshop runs three times per year (Workshop 1 in Feb, Jul, Nov, Workshop 2 in Jan, June, Oct).

Let's say you want to communicate with contacts who:

  • Attended a specific workshop (Feb Workshop 1).
  • Attended any of the Workshop 1 sessions (Feb, Jul, Nov).
  • Attended any of the workshops (Feb, Jul, Nov, Jan, Jun, Oct ).

You would now need to create each of the following custom tags:

If you let customers register for workshops using forms, there are two ways you could go about setting these tags.

The first way would be to set all three tags each time the contact registers for an event.

Example:

  • Contact registers for Workshop 1 - February
  • Set tag: Attended workshop 1 - February
  • Set tag: Attended workshop 1 - any
  • Set tag: Attended workshop - any

There is a problem with this:

  1. You have to remember to set all tags in the hierarchy each time.
  2. If you change your hierarchy in the future, (eg. by adding a tag for people who attended workshop 1 in a specific year), you may need to manually add the new tag to old contacts.

The solution is to instead use tag triggers to set up a hierarchy of "umbrella tags" like so:


In this example, we only need to set the root level tag when a contact registers (blue tags in the diagram above), then the tag triggers will automatically set the other "umbrella" tags above them.

Example:

  • Contact registers for Workshop 1 - February
  • Set tag: Attended workshop 1 - February
  • Umbrella tag: Attended workshop 1 - any is auto-set
  • Umbrella tag: Attended workshop - any is auto-set

The condition logic for the tag triggers in this example is simple.

"Attended workshop 1 - any" tag conditions:

  • Contact has tag: Attended workshop 1 - February
  • OR contact has tag: Attended workshop 1 - July
  • OR contact has tag: Attended workshop 1 - November

"Attended workshop 2 - any" tag conditions:

  • Contact has tag: Attended workshop 2 - January
  • OR contact has tag: Attended workshop 2- June
  • OR contact has tag: Attended workshop 2 - October

"Attended workshop - any":

  • Contact has tag: Attended workshop 1 - any
  • OR contact has tag: Attended workshop 2- any

It's a great idea to set up these umbrella tag hierarchies when creating custom tags, as it makes working with your conditions much easier.

If in the future you wanted to add a new umbrella tag called 'Attended workshop 1 - 2018 - any', you would do the following:

  • Create the new tag.
  • Define the tag trigger condition logic to set when any of the 3 relevant root level tags are set.
  • The system would then auto recalculate and you'd get a set of contacts auto assigned this new tag.
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