Hi everyone, thanks for the interesting discussion, especially to @joeyk for all your clear explanations.
We ended up finding a way to divide up tags, segments, and stages that works for us.
Segments represent different positions within our marketing pipeline: new leads for a particular product; first-time buyers potentially open to a second product line; etc. These are active statuses, used directly to determine how customers will be contacted in each outreach.
Tags represent discrete events in a customer’s relationship with the brand: bought product A; attended workshop B; etc. We don’t tend to use tags actively in campaigns, but we often use them help build new segments when, for example, introducing a new product line.
Stages represent overall familiarity with brand: no experience of company; some history; loyal customer; etc. We use this primarily to customize content within campaigns. For example, recipients in an earlier stage might get more “big picture” information introducing our company, whereas recipients in later stages might get shorter and more targeted info that focuses on products. This is similar to what @joeyk describes above, though we treat this as strictly one-way in a positive direction; we handle reactivation through tags instead.
Customer fields are used only narrowly, for things like linking mautic records to UUIDs in our CRM. We are contemplating using this for other characteristics, as well, such as total spending or date of last engagement.
We’re still trying to figure out how to conceptualize points, exactly. Right now, we’re using points to represent level of engagement with automated marketing: clicks; downloads; page vistits; etc. We haven’t really done much with this yet, but as our lists grow it might be interesting to see how this might work. It would be interesting, for example, to target customers with high points but low stage: those are folks who are engaging with marketing extensively but haven’t yet made purchases. A late stage customer with low points, conversely, might be responding better to non-automated marketing.
In short, multiple stage hierarchies is still on my wishlist, but there are other ways to accomplish the same thing. Mautic’s flexibility means taking some time to figure out how exactly to approach things, but the possibilities are endless.
Thanks for the ideas everyone! -Peter