Quick summary
Event tags let you categorize events by genre, theme, and type. An event can have several tags.
A consistent tagging strategy is the foundation: decide on your categories and stick to them.
Every tag you use consistently keeps working for you across MarketHype - in segments, filters, automations, and analytics.
Don't forget your past events - they hold the history.
Event tags might look like small labels, but they do a lot of heavy lifting. Once your events are tagged, you stop guessing what your audience likes - you know, based on what they've actually attended.
And here's the best part: the tags keep working for you everywhere. In your filter, your segments, your automations, and your analytics. This article is about making the most of that. If you're looking for the basics - what event tags are and how to add them - start with the Event tags article.
Start with a tagging strategy
You might already have event tags in MarketHype, as some integrations support them. Even if that's the case or if you're completely new to event tags, we recommend setting up a strategy that works for you and your colleagues.
Event tags setup
An event can have several tags. A setup that works well for most event organizations is to think in layers:
Genre - the broad category: concert, theatre, stand-up, family, sports.
Theme or audience - who or what it's for: kids, seniors, date night, Christmas.
Type or format - how it's delivered: matinée, festival, workshop, free event.
💡 Tip: Keep your tag list short enough to stay consistent.
Make tagging a habit
The easiest way to stay consistent is to add them when you create the event in your ticketing system. They'll then be automatically imported to MarketHype along with the event.
If you instead prefer to tag them in MarketHype, or if your ticketing system doesn't have tags, read this article to learn how to tag directly in MarketHype.
ℹ️ Past events are frozen and no longer pick up tags from your ticketing system. To tag past ones, do it directly in MarketHype.
Group your audience by what they actually attend
This is where event tags start paying off. Instead of grouping customers based on assumptions, your tags let you group them by real behavior and create segments.
And once a segment is saved, it continues to work for you across MarketHype. It updates itself as new orders come in, and you can follow how your tag-based audiences grow or shrink over time. They're also visible in productions and events to visualize which segments attended the shows, and you can use them for deeper analysis in the analytics view.
A few tag-based segments that most organizations get value from right away are:
Genre fans - everyone who has attended events tagged stand-up, opera, or family. Perfect for announcing similar events.
One-genre visitors - people who have only attended one type of event. A great group for cross-sell.
Lapsed fans - those who attended events with a specific tag before, but not recently. Time for a win-back.
💡 Tip: Combine event tags with other filters to sharpen the segment. For example, everyone who attended at least one family event in the past two years.
Communicate smarter with your tags
Tags make your communication more relevant, and a lot of it can run on its own.
Trigger event automations. Set up an automation that responds to a specific event tag, and all future events with that tag are covered automatically.
Win people back with what they love. Your tags know what your contacts used to attend. Use that in order automations for contacts who are slipping away. Use display filters in the design to show them relevant upcoming events based on their history.
Send multiple targeted messages in one newsletter. Use display filters to show the stand-up block only to your comedy crowd and the kids' program only to families. One send, several audiences, everyone sees what's relevant to them.
Get to know your audience's interests and behavior
Tags also change what you can learn about your audience. In audience behavior, you can, for example:
See which genres your entire audience is drawn to and where the gaps are.
Zoom in on a target group and see what they attend beyond the obvious.
Follow their purchase behavior - how far in advance they tend to buy tickets, what ticket types they prefer, and more.
💡 Tip: Review your tags at least once a year. Merge overlapping tags, retire those you never use, and ensure new event types have a dedicated tag.