Tags & Segmentation

What are Tags?

Tags are labels applied to users for targeting with surfacing conditions. They're simple, flexible, and powerful for creating personalized experiences.

Users can have multiple tags that are added or removed based on behavior, making segments dynamic and reactive.

Segmentation Frameworks

Effective tagging starts with a clear framework. Here are proven approaches:

RFM Model (Recency, Frequency, Monetary)

The gold standard for user segmentation based on three dimensions:

Champions

Best customers

Recent purchase, frequent buyer, high spender
Tags: rfm_champion, high_value
Strategy: VIP rewards, exclusive offers, early access

Loyal

Regular engaged users

Recent activity, frequent player, moderate spend
Tags: rfm_loyal, engaged
Strategy: Retention rewards, loyalty programs

At Risk

Declining engagement

Decreasing frequency, was high value
Tags: rfm_at_risk, churn_risk
Strategy: Win-back offers, re-engagement campaigns

Promising

Potential high value

Recent join, increasing activity, small spend
Tags: rfm_promising, potential_whale
Strategy: Conversion offers, growth incentives

Hibernating

Dormant users

Long time since activity, was engaged
Tags: rfm_hibernating, dormant
Strategy: Comeback bonuses, "we miss you" offers

Lifecycle Stages

Progressive tagging based on user journey:

Stage	Duration	Tags	When to Add/Remove
New	Days 0-7	`new_user`	Add on signup, remove after 7 days
Onboarding	Days 1-3	`onboarding`	Add on first session, remove when tutorial complete
Engaged	Days 7-30	`engaged`	Add if 3+ sessions in week, remove if 7 days inactive
Retained	Days 30+	`retained`, `veteran`	Add at 30 days, keep if active
At Risk	Any	`at_risk`	Add if declining activity, remove if re-engaged
Churned	Any	`churned`	Add after 30 days inactive, remove on return

Monetization Tiers

Spending-based segmentation:

Tier	Spend Range	Tags	Targeting Strategy
Free	$0	`f2p`, `non_payer`	Conversion offers, first-time buyer incentives
Minnow	$0.01-$9.99	`minnow`, `light_spender`	Small value bundles, micro-transactions
Dolphin	$10-$99	`dolphin`, `regular_spender`	Mid-tier packs, subscription offers
Whale	$100-$999	`whale`, `high_spender`	Premium content, exclusive items
Leviathan	$1000+	`leviathan`, `super_whale`	Ultra-premium, personalized offers

App-Specific Segmentation

Beyond standard frameworks, tag users based on your app's unique features:

Game Examples:

pvp_focused, pve_focused - Combat preference
guild_leader, guild_officer, solo_player - Social structure
completionist, speedrunner, casual - Playstyle
main_warrior, main_mage, main_rogue - Character class

E-commerce Examples:

category_electronics, category_fashion - Browse patterns
seasonal_shopper, year_round - Purchase timing
deal_hunter, full_price - Price sensitivity
review_writer, silent_buyer - Engagement type

Content Apps:

binge_watcher, casual_viewer - Consumption pattern
genre_action, genre_drama - Content preference
new_release_fan, catalog_explorer - Discovery behavior
social_sharer, private_viewer - Sharing behavior

Tag Management

When to Add:

User reaches milestones (level 10 → intermediate)
Behavior patterns emerge (7 daily logins → daily_player)
Status changes (first purchase → paying_customer, remove f2p)

When to Remove:

Status expires (new_user after 7 days)
Behavior changes (daily_player if 3+ days inactive)
Contradictions (f2p when user purchases)

Best Practice

Maintain a tag dictionary documenting each tag's purpose, application rules, and removal conditions for team consistency.

Naming Conventions

Lowercase with underscores: high_spender not HighSpender
Descriptive names: pvp_winner_2024 not pw24
Grouped prefixes: rfm_champion, rfm_loyal, rfm_at_risk
No spaces or special chars: new_user not new user or new-user