1. Persona: It's typically a list like a VIP list, a press list, or a client list. Who is this person in relationship to your business?
2. Participant Classification: This is typically the relationship to the event. This could be their ticket type, are they a speaker, are they a sponsor.
3. Title: Your list of CMOs, your list of VP marketings, or your list of engineers.
4. Geography: This is typically auto-tagged based off of where the event is held. So is this your New York City list or your Beverly Hills list or your Austin, Texas list?
5. Superlatives. We often see this a lot. This is the most of something. Is it the most socially engaged or the most likely to purchase? Or maybe this is the person with the most dollar value associated with their contract. What are they the most of? A superlative list will help you identify that and start to segment that.
6. Behaviors: These are typically behaviors that have been done in the past. We see this a lot. People who have bought X amount of tickets, or people who have attended three or more events, or people who often will open emails. This is a high engagement rate on the email clickthrough. So these are behavioral lists, ways that people behave.
7. Event lists: This is typically lists of annual tentpole events, like CES, and the list of people from CES or our South by list. We also see this with event types. Like, "This person has gone to a lot of educational events."
8. Partner lists: I actually built a lot of partner lists by empowering my partners or my affiliates with a tracking link. When somebody RSVPs to that tracking link, I automatically build a list based off of who came through that front door. Partner lists are a really great way of starting to create automatic segments of people based off of who you're partnering with, which a lot of times is often net-new attendees.