{"id":25318,"date":"2026-09-09T06:57:55","date_gmt":"2026-09-09T06:57:55","guid":{"rendered":"https:\/\/bonloyalty.com\/?p=25318"},"modified":"2026-09-22T08:08:46","modified_gmt":"2026-09-22T08:08:46","slug":"bfcm-cohort-analysis","status":"publish","type":"post","link":"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/bfcm-cohort-analysis\/","title":{"rendered":"BFCM cohort analysis: redeemed, active and dormant customers"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Split the BFCM cohort into three buckets based on a single signal: loyalty program interaction since BFCM. Redeemed (used a reward), Active (engaged but hasn&#8217;t redeemed), and Dormant (no signal at all). Each bucket gets exactly one next move.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Someone who already redeemed a reward, someone who&#8217;s still opening your emails but hasn&#8217;t redeemed anything, and someone who&#8217;s gone completely silent are three different problems, and one January campaign can&#8217;t solve all three at once.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This post covers how to define each bucket, why this cohort needs a shorter dormancy window than the usual convention, and what to do with each group once it&#8217;s built.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">On this page<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/bfcm-cohort-analysis\/#TLDR\" >TL;DR<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/bfcm-cohort-analysis\/#Why_three_buckets_not_a_full_RFM_model\" >Why three buckets, not a full RFM model<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/bfcm-cohort-analysis\/#Defining_the_three_buckets\" >Defining the three buckets<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/bfcm-cohort-analysis\/#Why_30-45_days_not_90_for_this_cohort\" >Why 30-45 days, not 90, for this cohort<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/bfcm-cohort-analysis\/#What_each_bucket_should_drive_next\" >What each bucket should drive next<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/bfcm-cohort-analysis\/#Building_the_segments_from_your_loyalty_app_data\" >Building the segments from your loyalty app data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/bfcm-cohort-analysis\/#FAQ\" >FAQ<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/bfcm-cohort-analysis\/#What_if_someone_doesnt_fit_cleanly_into_one_bucket\" >What if someone doesn&#8217;t fit cleanly into one bucket?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/bfcm-cohort-analysis\/#Why_30-45_days_instead_of_the_standard_90-day_dormancy_window\" >Why 30-45 days instead of the standard 90-day dormancy window?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/bfcm-cohort-analysis\/#Should_Active_and_Dormant_customers_get_the_same_email\" >Should Active and Dormant customers get the same email?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/bfcm-cohort-analysis\/#Does_the_Redeemed_bucket_need_any_outreach_at_all\" >Does the Redeemed bucket need any outreach at all?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/bfcm-cohort-analysis\/#How_often_should_I_run_this_three-bucket_split\" >How often should I run this three-bucket split?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/bonloyalty.com\/ja\/blog\/loyalty-strategy\/bfcm-cohort-analysis\/#Split_them_before_you_send_anything\" >Split them before you send anything<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"TLDR\"><\/span>TL;DR<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Split the BFCM cohort into three buckets by one signal, loyalty interaction since BFCM: Redeemed (used a reward), Active (engaged but hasn&#8217;t redeemed), Dormant (no signal at all)<\/li>\n\n\n\n<li>Use a shorter dormancy window for this cohort, 30-45 days, not the generic 90+ day lapsed-customer convention, since this cohort&#8217;s engagement window is designed to be short<\/li>\n\n\n\n<li>The buckets aren&#8217;t just descriptive. Redeemers spend roughly 25% more than enrolled-but-inactive members, versus about 10% more for active-but-non-redeeming members (McKinsey)<\/li>\n\n\n\n<li>Each bucket gets one action: Redeemed nurtures toward VIP and a referral ask, Active gets a targeted nudge and a quick preference poll, Dormant gets handed to the reactivation campaign<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_three_buckets_not_a_full_RFM_model\"><\/span>Why three buckets, not a full RFM model<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This is a one-time routing exercise for January campaigns, not a durable customer model, and the simplicity here is deliberate rather than a shortcut.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The fuller model still has a job. <a href=\"https:\/\/bonloyalty.com\/blog\/loyalty-strategy\/bfcm-customer-data-audit-rfm-tiers\/\" target=\"_blank\" rel=\"noreferrer noopener\">The fuller RFM model this simplified split doesn&#8217;t replace<\/a> is the right tool for ongoing, ranked segmentation across your whole customer base. This three-bucket split is specifically for the BFCM cohort, run once, right after you&#8217;ve built the performance report.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This year&#8217;s BFCM loyalty calendar frames Phase 5 the same way: the to-do literally reads &#8220;split the cohort: redeemed vs. dormant,&#8221; a two- or three-way split, not a scoring exercise. That&#8217;s a deliberate choice, not a simplification of something more rigorous.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Defining_the_three_buckets\"><\/span>Defining the three buckets<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Each bucket comes down to one signal, so there&#8217;s no scoring model to build before you can start.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Redeemed.<\/strong> Anyone in the BFCM cohort who has used at least one loyalty reward, a points redemption or a claimed tier perk, since BFCM ended. This is your proof-of-engagement group.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Active.<\/strong> Anyone who&#8217;s shown a program-engagement signal, an email open, an account login, a points-balance check, but hasn&#8217;t redeemed anything yet. This is the on-the-fence group: interested, but not yet converted into a habit. <a href=\"https:\/\/bonloyalty.com\/blog\/loyalty-strategy\/why-customers-dont-redeem-rewards\/\" target=\"_blank\" rel=\"noreferrer noopener\">Why the Active bucket often stalls before redeeming<\/a> goes deeper into what&#8217;s actually holding this group back.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dormant.<\/strong> Anyone with no engagement signal at all inside the defined window. No email opens, no logins, no redemptions. This is the group the reactivation campaign exists for.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Bucket<\/th><th>Signal<\/th><th>What it means<\/th><\/tr><\/thead><tbody><tr><td>Redeemed<\/td><td>Used at least one reward since BFCM<\/td><td>Proof the program already works for them<\/td><\/tr><tr><td>Active<\/td><td>Engaged (open, login, balance check) but no redemption<\/td><td>Interested, stuck before converting into a habit<\/td><\/tr><tr><td>Dormant<\/td><td>No engagement signal at all in the window<\/td><td>Needs a different conversation, not a nudge<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">[IMAGE NEEDED: infographic \u2014 Flat illustration of three side-by-side lanes, each topped with a small icon: a trophy for Redeemed, a half-filled battery for Active, a faded footprint trailing off for Dormant. Each lane leads down to a small labeled action icon underneath, a star for VIP nurture, a speech bubble for nudge and poll, an arrow pointing offscreen for reactivation handoff. Deep purple base (#5A31F4), bright pink accents, lime green highlights, white background. Clean, editorial, structured mood. Minimal text, labels only. Alt: &#8220;Three-bucket diagram showing redeemed, active, and dormant BFCM customers routed to different next actions&#8221;. Filename: bfcm-cohort-analysis-redeemed-active-dormant-buckets.png. Placement: directly under the definition table.]<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If someone doesn&#8217;t fit cleanly into one bucket, use the strongest signal available. A redemption always overrides an engagement-only signal, and any engagement overrides no signal at all. The goal is a clean routing decision, not a perfect model.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_30-45_days_not_90_for_this_cohort\"><\/span>Why 30-45 days, not 90, for this cohort<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Customer-lifecycle content typically defines a lapsed or dormant customer at 90-plus days of inactivity, per <a href=\"https:\/\/www.forbes.com\/councils\/forbesbusinesscouncil\/2025\/01\/13\/strategies-for-turning-dormant-customers-into-brand-advocates\/\" target=\"_blank\" rel=\"noreferrer noopener\">general industry framing from Forbes&#8217; coverage of dormant-customer strategy<\/a>. For most of your customer base, that&#8217;s a reasonable default.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s too slow for this specific cohort. This series&#8217; entire December structure, the streak campaigns and the points expiring around the January sale, is designed to force an early signal from BFCM buyers. Waiting the full 90 days to call someone dormant means missing the window where a nudge is still cheap and the relationship is still warm. <a href=\"https:\/\/bonloyalty.com\/blog\/loyalty-strategy\/post-purchase-loyalty-campaigns\/\" target=\"_blank\" rel=\"noreferrer noopener\">The December campaigns that are meant to force this signal early<\/a> is exactly the sequence this dormancy window is timed against.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Run this cohort analysis using a 30-45 day window from BFCM, or from signup for newer members, and treat it as this cohort&#8217;s dormancy definition. Treat it as a recommendation sized to this specific cohort and campaign structure, not a permanent policy for the rest of your customer base or an external benchmark. A merchant with a naturally longer purchase cycle, a durable-goods brand, for instance, should widen it accordingly.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_each_bucket_should_drive_next\"><\/span>What each bucket should drive next<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Redeemed.<\/strong> This group has already proven the program works for them. The move is to nurture them toward VIP status, if they&#8217;re not already there, and consider a referral ask. They&#8217;re your best evidence the program delivers value, so use that.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Active.<\/strong> This group is engaged but stuck before redemption. The move is a targeted nudge, a clear points-balance reminder, plus the quick one- or two-question reward-preference poll from the pre-BFCM checklist. Use their answer to adjust the reward mix instead of guessing at it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dormant.<\/strong> This group gets handed directly to the reactivation campaign. Don&#8217;t send them the same appreciation-toned content the Active group gets. A silent segment needs a different approach entirely, covered in what happens to the Dormant bucket next, the next post in this series (still in progress).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The gap between Redeemed and Active alone justifies treating them differently. Members who redeem points spend roughly 25% more than enrolled-but-inactive members, and active-but-non-redeeming members spend about 10% more (<a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/next-in-loyalty-eight-levers-to-turn-customers-into-fans\" target=\"_blank\" rel=\"noreferrer noopener\">McKinsey<\/a>). That gap is exactly why the Active bucket gets its own nudge instead of getting folded into a generic &#8220;thanks for shopping&#8221; send.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Building_the_segments_from_your_loyalty_app_data\"><\/span>Building the segments from your loyalty app data<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Export the BFCM-acquired cohort, signups and purchases inside the BFCM window, from your loyalty app. Then filter by the two signals: redemption history and any engagement event, inside the 30-45 day window. Your loyalty app dashboard already tracks redemption history, login and engagement activity, and last-touch date, so this step is a filter on existing data, not new tracking.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most marketing budget still goes to acquisition, commonly cited around 80-90% of spend, which is part of why cohort work like this gets skipped. It just needs an afternoon with a data export you already have, no new ad spend required.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Save the filter or export as a template so this becomes a standard January exercise, ideally quarterly, rather than a one-off BFCM special case. The report this cohort split feeds into rounds out the picture, showing where these three buckets fit into your broader performance read.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"FAQ\"><\/span>FAQ<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_if_someone_doesnt_fit_cleanly_into_one_bucket\"><\/span>What if someone doesn&#8217;t fit cleanly into one bucket?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Use the strongest signal available. A redemption always overrides an engagement-only signal, so put them in Redeemed. Any engagement signal overrides no signal at all, so put them in Active. The goal is a clean routing decision, not a perfect model.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_30-45_days_instead_of_the_standard_90-day_dormancy_window\"><\/span>Why 30-45 days instead of the standard 90-day dormancy window?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The standard 90-day convention is built for a general customer base with nothing specifically forcing an early signal. This cohort has one: December&#8217;s streak campaigns and January&#8217;s sale. Waiting the full 90 days means missing the cheapest window to act.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Should_Active_and_Dormant_customers_get_the_same_email\"><\/span>Should Active and Dormant customers get the same email?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">No. Active members are engaged but stuck before redemption, so a balance reminder and a preference poll fit them. Dormant members haven&#8217;t engaged at all and need the specific reactivation approach from the next post in this series, not a nudge tuned for someone who&#8217;s still opening your emails.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Does_the_Redeemed_bucket_need_any_outreach_at_all\"><\/span>Does the Redeemed bucket need any outreach at all?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, but different outreach. Nurture toward VIP status and consider a referral ask, since this group has already proven the program&#8217;s value to them.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_often_should_I_run_this_three-bucket_split\"><\/span>How often should I run this three-bucket split?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">At minimum once after BFCM, per the calendar. Many merchants find it useful quarterly, using the same 30-45 day logic against whichever cohort just came through a major acquisition moment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Split_them_before_you_send_anything\"><\/span>Split them before you send anything<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A BFCM cohort splits into three audiences, and each one needs something different in January. Redeemed members have already shown you the program works. Active members are one nudge away. Dormant members need a different conversation entirely. Split them before you send anything, and the reactivation budget goes to the group that actually needs it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P.S. BON&#8217;s dashboard already tracks redemption history and engagement activity, so building these three segments is a filter on existing data, not a new tracking project.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Run a three-bucket BFCM cohort analysis in January: split Redeemed, Active, and Dormant customers, and see the one decision each bucket should drive next.<\/p>","protected":false},"author":26,"featured_media":25332,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[528],"tags":[364],"class_list":["post-25318","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loyalty-strategy","tag-bfcm-strategies"],"acf":[],"_links":{"self":[{"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/posts\/25318","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/comments?post=25318"}],"version-history":[{"count":4,"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/posts\/25318\/revisions"}],"predecessor-version":[{"id":25337,"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/posts\/25318\/revisions\/25337"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/media\/25332"}],"wp:attachment":[{"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/media?parent=25318"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/categories?post=25318"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bonloyalty.com\/ja\/wp-json\/wp\/v2\/tags?post=25318"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}