Semantic layer · State
Tags are the “who” your AI reads and acts on.
Tags are the state projection of the AI-facing semantic layer: stable, explainable, first-party labels of who a member is — lifecycle, value, preference, consent and risk — on the same verified profile. It is the governed classification every segment, campaign, dashboard and AI agent reads from, so they never disagree about the customer.
Golden record
ada@brand.com
The problem
Identity without labels still leaves teams guessing.
Teams need readable, governed labels that explain what a member is, what they are eligible for, and what should happen next.
Signals are scattered
Purchase behavior, email engagement, store visits, and consent often live in different tools.
Labels drift
VIP, at-risk, and birthday mean different things across teams unless they attach to the same profile.
Campaign logic gets copied
Eligibility rules get rebuilt inside every campaign instead of reused from a governed member layer.
How it works
A governed state layer on top of One ID.
Tags are attached to the verified member profile, not to a channel list. Around 30 preset tags are driven by rules and refreshed automatically as behavior changes — plus your own — so the label always explains itself: you can see exactly why a member is VIP, at-risk or opted-out. The same governed tag is then reused by segments, campaigns, dashboards and AI agents.
Lifecycle
RFM
Value
Engagement
Preference
Reorder
Risk (internal)
Eligibility & consent
Readable by humans
Business teams can see why a member is VIP, at risk, eligible, suppressed, or ready for a specific play.
Reusable by systems
The same tag can feed a segment, campaign, dashboard, or agent action without rebuilding logic.
Bound to consent
Eligibility and suppression labels travel with the member record, reducing channel-level mistakes.
Lifecycle, value, preference, and eligibility labels on the same verified member profile.
One semantic layer, three projections
Tags are the state. Intent is the inference. Metrics are the aggregate.
The same governed customer graph, read at three levels of certainty — Tags say who a member is, Intent infers why now, and Metrics certify how much. One layer, unified by governance, so every agent, dashboard and API reads the same truth.
Related reading
Keep exploring the pages most related to this one.
Behavior Capture
One live, unified profile — served through a governed semantic layer, the single interface the AI reads the business through.
Read more CapabilityMembers
One verified, field-encrypted member record fused across every channel into a single behavioral timeline. Each profile also shows an expected next purchase date and a click likelihood — computed only when the member's own history supports them, never invented.
Read more CapabilityEvents
Raw behavior abstracted into an event model — a per-member timeline of what happened and when, the signal every agent reads to understand why, now.
Read more CapabilitySegments
Turn One ID profiles and tags into governed audiences: rule-based, query-checked, and ready for activation. Lookalikes of your best members explain themselves — a “Why they're similar” summary shows exactly what each match is built on. Predictive conditions — each member's likelihood of clicking, and how close they are to their expected next purchase — make high-responder and replenishment-reminder audiences a single filter.
Read more CapabilityRelationships
Orders and referrals abstracted into relationship models — a member-to-member referral graph and product co-purchase / category affinity — so reach and recommendations read from real connections.
Read more CapabilityCustom Fields
Add your own attributes to the members, stores and products Flash already tracks — a membership number, a preferred store, a child's birthday — and use them everywhere: segments, personalization and import.
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