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Campaign & Journey Naming Guide

How structured naming feeds auto-classification, KPI dashboards, and lifecycle mapping

Last updated: Mar 2026 CRM Operations

Why It Matters

Auto-Classification

Every name is parsed into market, type, stage, and channel. Clean names with the right type code mean your campaigns and journeys land on the correct dashboard tab automatically.

Journey Detection

The CJ / CAMP / TC type code eliminates ambiguity between automated journeys and one-off sends — no more engagement canvases showing up on the wrong tab.

Tag Validation

Mandatory tags ensure every item has enough metadata for filtering, KPI grouping, and lifecycle mapping. Without them, items become invisible to the dashboard.

Naming Format

All names follow UPPER-KEBAB-CASE. The type code at position 1 is the most important signal — it tells the classifier exactly what kind of item this is.

Customer Journey
{MARKET}-CJ-{STAGE}-{DESCRIPTOR}[-V{N}]
Campaign
{MARKET}-CAMP-{TOPIC}-{YYYYMMDD}
Transactional / Compliance
{MARKET}-TC-{TOPIC}-{DESCRIPTOR}
Market
Type Code
Stage
Topic / Descriptor
Date
Version (optional)

Type Codes

CJ Customer Journey

Automated, multi-step flows triggered by user behavior. Onboarding drips, winback sequences, upsell programs.

Dashboard placement:
Lifecycle tab isJourney = true
Example:
SE-CJ-ONBOARD-WELCOME-V3
CAMP Campaign

One-off or scheduled sends. Newsletters, NPS surveys, promotional blasts, announcements.

Dashboard placement:
Campaigns tab isJourney = false
Example:
NO-CAMP-NPS-Q1-20260315
TC Transactional

Compliance and transactional flows. Invoice reminders, contract confirmations, T&C updates.

Dashboard placement:
Campaigns > T&C isJourney = true
Example:
DE-TC-CONTRACT-CONFIRMATION

Required Tags

Tags enrich the classifier beyond what the name provides. Every item in Braze must have the mandatory tags for its type.

Tag LayerCJCAMPTCValid Values
Market✓✓✓
SENODENLESGlobal
Purpose (Journey)✓——
AutomationCJ
Purpose (Campaign)—✓—
NewsletterNPSStore/PromotionalEngagementReferral
Purpose (Transactional)——✓
TransactionalT&Cs
Productoptionaloptionaloptional
PulseEVSolarSmartChargingHomevolt
Statusoptionaloptionaloptional
ActivePausedTestingArchived
Deprecated Tags

The prefix tags stage:, intent:, cta:, and team: are deprecated. Stage is now encoded in the name, intent maps to the Purpose tag, and team is determined by the Market tag.

Examples

Good Naming
✓
SE-CJ-ONBOARD-WELCOME-EMAIL-V3
Clear market, type, stage, descriptor, version
Tags: SE, Automation, Onboarding
✓
NO-CAMP-NEWSLETTER-W10-20260306
Date suffix confirms campaign, topic is newsletter
Tags: NO, Newsletter
✓
Global-CAMP-NPS-SURVEY-Q1-20260315
Global scope, NPS survey with send date
Tags: Global, NPS, Engagement
✓
DE-TC-CONTRACT-CONFIRMATION
Transactional type, clear topic
Tags: DE, Transactional
✓
NL-CJ-WINBACK-CHURNED-30D
Journey with winback stage and timing
Tags: NL, Automation, Churned
Common Mistakes
✗
NL Customer Engagement Weekly
Spaces, no type code, no market prefix format
Fix: NL-CJ-ENGAGE-WEEKLY-TIPS
✗
SE_onboarding_v2
Underscores, lowercase, no type code
Fix: SE-CJ-ONBOARD-DRIP-V2
✗
Global-NPS-Survey-Q1
Missing type code and send date
Fix: Global-CAMP-NPS-SURVEY-Q1-20260315
✗
newsletter march
No market, no structure, lowercase
Fix: SE-CAMP-NEWSLETTER-MAR-20260301
✗
SE-CRM-INVOICE_NL_PRE-20260303
Old CRM dept code, mixed separators
Fix: SE-CAMP-NEWSLETTER-INVOICE-PRE-20260303

How Classification Works

When a campaign or canvas is synced from Braze, the classifier runs 4 steps to determine where it appears on the dashboard.

1
Parse Name

Extract MARKET from position 0 and TYPE CODE from position 1 of the hyphen-separated name.

2
Fast-Path Check

If type code is CJ, CAMP, or TC — use structured rules directly. CJ = journey, CAMP = campaign, TC = transactional journey. No scoring needed.

3
Tag Enrichment

Read Braze tags for Purpose, Product, and Status layers. Tags like "Automation" or "Newsletter" provide hard classification signals.

4
Scoring Fallback

For legacy names without CJ/CAMP/TC codes: triggered +2, scheduled -2, 3+ steps +1, name keywords +/-2. Score > 0 = journey.

Hard Override Rules
Tags "Automation" or "CJ" force journey
Tags "Newsletter" or "Store" force campaign
Stage onboarding or churn_prevention force journey
Name ending with -YYYYMMDD forces campaign

Quick Reference

Templates
Journey: {MKT}-CJ-{STAGE}-{DESC}[-V{N}]
Campaign: {MKT}-CAMP-{TOPIC}-{YYYYMMDD}
Transactional: {MKT}-TC-{TOPIC}-{DESC}
Valid Markets
SENODENLESGlobal
Valid Stages (CJ only)
ONBOARDACTIVATEENGAGERETAINWINBACKUPSELLCHURN-PREV

Questions? Reach out to the CRM Operations team on Slack.