Manage Behavior Tags

1. Overview

Definition: Behavior tags are used to track, measure, and record interactions of Profiles across multiple channels, such as Marketing, Online & Socials, and Mobile App.
Benefits/Value: Automates customer segmentation based on actual interactions rather than manual data entry. Helps Marketers target more precisely in customer journeys.
Users: Marketer, Admin.

Tag lifetime: is the lifespan of a tag on a specified profile. This tag lifetime starts a countdown timer from the moment the Profile is added with the tag or interacts with it.

Access Permissions: The Mobio user must be granted RBAC: OBJECT → Settings > Entity > Behavior Tags. See RBAC Access Permissions guide here.
Access Path: Settings → Data Management → Entity → Tags → Behavior Tags.
Input Data: The system has recorded Profiles, and interaction channels such as social media, email, SMS, and ZNS have been set up.

Mobio offers many flexible methods to add behavior tags. Below are common methods:

Add a new Profile or upload Profiles in bulk. See how to create new profiles here.
Edit Profile. See how to edit a Profile here.
Configure in Data Flow: Use a constant value to map to the behavior tags. Profiles recorded from the Source will be automatically added to the tag. See Data Mapping guide here.
Omni-Channel Journey: Any Profile that has engagements, such as clicking a CTA or opening a message, will be automatically added to the tag. See action nodes guide here and Message nodes guide here.
Online & Social interactions: Manual tag addition when a customer leaves a comment or likes a post.
Call Center: Add a tag to a Profile directly on the popup screen when a call center agent is on a call.

The system automatically removes a behavior tag from a Profile when its tag lifetime reaches 0. This ensures that outdated behavior tags do not skew current segmentations.
Quantity limit: A Profile may add up to 100 behavior tags.
Push-out rule: If a Profile already has 100 tags and is being added to the 101st tag, the system will remove the tag with the shortest remaining tag lifetime and add the new tag.
Default tag lifetime: Behavior tags that are not previously configured with a tag lifetime by users will always have the default tag lifetime of 365 days. Users can change the default lifetime at Settings → Data Management → Entity → Tags → Behavior Tags.
Cannot Edit: Behavior tags, once created, cannot be renamed or deleted entirely from the system. However, inactive tags will be archived after three months.

Remarketing based on email click conversions:
- A marketer creates a customer journey to introduce a new car model. When a customer clicks the “Read more” CTA, they will be added to the behavior tag “Line A interested”.
- After 1 week, the marketer segments all profiles with the tag “Line A interested” to send model A proposals via SMS to increase the conversion rate.
Auto-clean potential customers’ data.
- A Mobio user creates a “Hot Customer” tag with a lifetime of 14 days. Customers who have just added a product to the shopping cart on the website will be added to the tag. If within 14 days they have not made a purchase, the tag will automatically disappear, and the customers will be added to the tag “Cold Customer”.

Q: Why can I edit or delete a behavior tag?
- A: Behavior tags are tied to the system’s logic for measuring millions of Profiles’ history; manually deleting or editing will corrupt Profiles’ data. Therefore, Mobio does not allow editing or deleting behavior tags.
Q: If a customer has interactions with a tag many times, how is the tag lifetime calculated?
- A: The tag lifetime will be reset, starting from the Profile’s last interaction time.

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