Attributes vs tags
| Use | Attributes | Tags |
|---|---|---|
| Nature | Facts that are always true (city, plan, language) | States and observations (churn-risk, vip, demo-booked) |
| Cardinality | One value per contact | Many per contact |
| Good for | Personalisation variables | Segmentation and reporting |
Hygiene rules
- Agree a tag vocabulary before anyone starts tagging
- Store phone numbers in E.164 format
- Record where and when consent was captured
- Review unused tags quarterly and delete them