Attributes Directory

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Identifying win-back customers using the Second Last Order: Date attribute
Retain
Identifying win-back customers using the Second Last Order: Date attribute
Understanding your customers' purchasing habits with the Order Sequence filter
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Understanding your customers' purchasing habits with the Order Sequence filter
Maximizing customer communications in Respond
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Using Product Recommendation in the Hub to encourage repeat purchases
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Encouraging customer loyalty using birthday campaigns
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Name
Description
Category
Type
12 month Spend Decile
The total spend data over the last 12 month divided into ten groups and ordered from lowest (1) to highest (10). For example, a spend decile of 10 is your top 10% of customers by spend over the past 12 months, whereas a spend decile of between 7-10 is your top 40% of customers over the past 12 months.
Read more
Orders
Number
Address 1
A profile’s residential address, including a street number and name. Address Attributes are used not only to understand where a profile lives but can also be utilized for geospatial analysis, such as postcode studies for segmentation.
Read more
Personal
Text
Address 2
An optional second address for a profile. This could be a postbox, or an extension of their first address (an apartment number for example).
Read more
Personal
Text
Avatar
The profile's avatar.
Read more
Personal
Flag
Average Days Between All Orders
The average days the profile waited between all purchases. This Attribute is commonly used by retail customers to summarize information about what a profile purchases and what the window between transaction is.
Read more
Orders
Number
Average Discount Percent
The profile's total spend across all transactions divided by the profile's net discount amount.
Read more
Orders
Number
Average Discount Percent: Last 12 Months
The profile's total spend across the last 12 months of transactions divided by the profile's net discount amount in the last 12 months.
Read more
Orders
Number
Average Order Value
The profile's average spend across each order, used as a search tool to flag orders of a specific time, group, or period.
Read more
Orders
Number
Average Order Value: Last 12 Months
The profile's average spend across each order in the last 12 months.
Read more
Orders
Number
Average Spend Per Product
The profile's average spend across each product. This Attribute is similar to Average Order Value but only contains information about individual products, not the entire order.
Read more
Orders
Number
Average Spend Per Product: Last 12 Months
The profile's average spend across each product purchased in the last 12 months.
Read more
Orders
Number
Birth Day
The profile's day of birth.
Read more
Personal
Date
Birth Month
The profile's month of birth.
Read more
Personal
Date
Birth Year
The year a profile was born, used for demographic segmentation purposes to search and categorize profiles into specific years.
Read more
Personal
Number
Campaigns Clicked
The campaign names a profile has opened and clicked.
Read more
Email
List
Campaigns Opened
The campaign names a profile has opened.
Read more
Email
List
Campaigns Sent
The campaign names a profile has been sent.
Read more
Email
List
Channel of Last Engagement
The most recent digital channel (Facebook, Twitter, email, etc.) through which your team has messaged this profile via Lexer Respond.
Read more
Engage
String
Channel of Last Engagement (Contact)
The most recent digital through which your team has messaged this profile via Lexer Contact.
Read more
Engage
String
Channels of Engagement
All the digital channels through which your team has ever messaged this profile via Lexer Respond.
Read more
Engage
String
Churn Risk
The profile’s likelihood of churning based on their historic purchases, represented as High, Medium, or Low. Typically used to suppress high risk customers.
Read more
Predictive
String
City
The profile's residential city.
Read more
Personal
Text
Click Dates
The dates the profile has opened and clicked emails.
Read more
Email
Date
Communication Opt-In
The profile has provided permission to receive marketing communications. This attribute may differ from records in your ESP. If you are using an ESP it is likely that ESP subscribe status will contain the most accurate data. When using Communication opt-in in activations we recommend excluding ESP opted-out/unsubscribed profiles from your audiences. If you are unsure which attribute to use, have a chat with your Success Manager.
Read more
Personal
Flag
Contacted By
The names of users in your team that have messaged this profile via Lexer Respond.
Read more
Engage
String
Contacted By (Contact)
The names of users in your team that have messaged this profile via Lexer Contact.
Read more
Engage
String
Converts From Email Marketing
Lexer's inferred conversion metric, determined by calculating whether or not a profile purchased a product within one day of opening a marketing email.
Read more
Orders
Flag
Country
The profile's residential country.
Read more
Personal
String
Cumulative Audiences
A list of all audiences a customer has been included in.
Read more
Activate
String
Customer ID
A unique profile identifier generated from the information you have in your company database.
Read more
Personal
Text
Date of Birth
The profile's date of birth, used to search specific birthdays and useful for profile loyalty cases, such as offering birthday discounts.
Read more
Personal
Date
Date of Engagements
All dates that this profile has received a message from your team via Lexer Respond.
Read more
Engage
Date
Date of Engagements (Contact)
All dates on which this profile has received a message from your team via Lexer Contact. Attribute sourced from proactive outreach engagement from Lexer.
Read more
Engage
Date
Date of First Engagement
The earliest date this profile received a message from your team via Lexer Respond.
Read more
Engage
Date
Date of First Engagement (Contact)
All dates on which this profile has received a message from your team via Lexer Contact.
Read more
Engage
Date
Date of Last Engagement
The most recent date this profile received a message from your team via Lexer Respond.
Read more
Engage
Date
Date of Last Engagement (Contact)
The most recent digital through which your team has messaged this profile via Lexer Contact. Attribute sourced from proactive outreach engagement from Lexer.
Read more
Engage
Date
Days Between First and Second Order
The number of days between a profile's first and second orders.
Read more
Orders
Number
Email Click Rate
The percentage of emails the profile has clicked. Calculated by dividing the number of emails clicked by the number of emails sent. Please note: Click rates on some profiles can exceed 100% when emails are clicked multiple times.
Read more
Email
Number
Email Engagement Category
A profile’s engagement category as classified by one of: 1. Opted Out, 2. Opted In, 3. Opens Emails, or 4. Clicks Emails. Note: If a customer has this attribute attached to their profile and they have been classified as Opted In, then they will not have the "Email Opt-In Status" attribute also attached to their profile. They can have one, or the other, but not both.
Read more
Email
Text
Email Open Rate
The percentage of emails the profile has opened. Calculated by dividing the number of emails opened by the number of emails sent.
Read more
Email
Number
Email Opt-In Status
The profile's opt-in status for email marketing.
Read more
Email
Text
Email Source
The website, platform, or process by which this email was first captured in your system.
Read more
Email
Text
Email Subscribe Date
The date a profile subscribed to receive your emails.
Read more
Email
Text
Email Subscription Status (Unsubscribed, Transactional, Subscribed, Undeliverable)
Indicates the email subscription status of the profile. The status can fall into one of the following categories: Unsubscribed, Transactional, Subscribed and Undeliverable.
Read more
Email
Text
Email/Email address
The profile's email address. Lexer typically uses this field as a primary identifier and will merge information about this profile from different sources if the email address is a match.
Read more
Personal
Text
Employee Flag
Defines whether the profile is an employee. It’s useful for suppressing them from messages, ad campaigns, and excluding them from your searches.
Read more
Personal
Flag
First Contacted By
The first user in your team who messaged this profile via Lexer Respond.
Read more
Engage
String
First Contacted By (Contact)
The first user in your team who messaged this profile via Lexer Respond. Attribute sourced from proactive outreach engagement from Lexer.
Read more
Engage
String
First Name
The profile's first name, useful for searching by name or addressing people specifically. For example, you might want to email your top 20 shoppers and refer to them specifically in your email.
Read more
Personal
Text
First Order: Average Discount Percent
The profile's total spend for their first order divided by the order net discount amount, used across segments to determine the value of a profile.
Read more
Orders
Number
First Order: Channel
The profile's first transaction channel, used to identify whether the profile used ecommerce, or a physical store. It can be used to understand store preference.
Read more
Orders
String
First Order: Date
The profile's first order date, used to define the volumes of acquisitions in a specific date range. The average value is used to work out how valuable the first purchases are.
Read more
Orders
Date
First Order: Product Brand
The product brands purchased by the profile in their first order. With customers that own multiple brands, using this attribute can clarify the relationship profiles have with your brands.
Read more
Products
String
First Order: Product Category
The product category names the profile has purchased in their first order. Useful for segmentation at the category level, which will capture larger groups of profiles rather than by specific product names.
Read more
Products
String
First Order: Product Color
The colors of products purchased by the profile in their first order, used to target specific profiles based on the color preferences, allowing for further personalization and recommendations.
Read more
Products
String
First Order: Product ID
The ID of products purchased by the profile in their first order, used as an extra measure to identify a product, if their name changed for example.
Read more
Products
String
First Order: Product Name
The name of products purchased by the profile in their first order, useful for searching product categories when other identifiers are not known.
Read more
Products
String
First Order: Product SKU
The SKU of products purchased by the profile in their first order, used as a precise search tool for specific products.
Read more
Products
String
First Order: Product Size
The size of products purchased by the profile in their first order, used as an indicator to establish if someone is buying for themselves or someone else based on the differences in sizes they purchase, allowing for further personalization and recommendations.
Read more
Products
String
First Order: Product UPC
The UPC of products purchased by the profile in their first order, used as a precise search tool for specific products.
Read more
Products
String
First Order: Value
The amount a customer has spent on their first order.
Read more
Orders
Number
Full Name
The full name of the profile, populated by merging the values from First Name and Last Name.
Read more
Personal
Text
Gender
The profile's specified gender, typically used in gender-based segmentation.
Read more
Personal
String
Generation
Generation based on year of birth. The "Lost Generation" are born after 1883, the "Greatest Generation" are born after 1901, the "Silent Generation" are born after 1928, "Baby Boomers" are born after 1946, "Gen X" after born after 1965, "Xennial" are born after 1977, "Millennial" are born after 1984, "Gen Z" are born after 1997, and "Gen Alpha" are born after 2013.
Read more
Personal
String
Hashed Email
The SHA-256 hash of the profile's email address, typically used to identify the customer without exposing the email address. Advertising platforms such as Facebook and Google require this format for custom audiences.
Read more
Personal
Text
Included in Audience
The audience name i.e. Active Customers
Read more
Activate
String
Inferred Gender
Lexer's inferred gender, based on the person's first name, scored against the probability that the name would be given to a male or a female.
Read more
Predictive
String
Is a Customer
The profile is a customer and not a prospect, established by whether a profile has made at least one transaction with your brand.
Read more
Orders
Flag
Last Contacted By
The last user in your team who messaged this profile via Lexer Respond.
Read more
Engage
String
Last Contacted By (Contact)
The most recently user in your team who messaged this profile via Lexer Contact. Attribute sourced from proactive outreach engagement from Lexer.
Read more
Engage
String
Last Email Click
The date the profile last opened and clicked an email.
Read more
Email
Date
Last Email Open
The date the profile last opened an email.
Read more
Email
Date
Last Name
The profile’s last name.
Read more
Personal
Text
Last Order: Channel
The profile's latest transaction channel, can be used to compare first and last order channels and establish what a profile’s preferred channel is.
Read more
Orders
String
Last Order: Date
The profile's most recent order date, used as an RFM measurement to understand who your current profiles are.
Read more
Orders
Date
Last Order: Product Brand
The product brands purchased by the profile in their last order. With customers that own multiple brands, using this attribute can clarify the relationship profiles have with your brands.
Read more
Products
String
Last Order: Product Category
The product category names the profile has purchased in their last order. Useful for segmentation at the category level, which will capture larger groups of profiles rather than by specific product names.
Read more
Products
String
Last Order: Product Color
The colors of products purchased by the profile in their last order, used to target specific profiles based on the color preferences, allowing for further personalization and recommendations.
Read more
Products
String
Last Order: Product ID
The ID of products purchased by the profile in their last order, used as an extra measure to identify a product, if their name changed for example.
Read more
Products
String
Last Order: Product Name
The name of products purchased by the profile in their last order, useful for searching product categories when other identifiers are not known.
Read more
Products
String
Last Order: Product SKU
The SKU of products purchased by the profile in their last order, used as a precise search tool for specific products.
Read more
Products
String
Last Order: Product Size
The size of products purchased by the profile in their last order, used as an indicator to establish if someone is buying for themselves or someone else based on the differences in sizes they purchase, allowing for further personalization and recommendations.
Read more
Products
String
Last Order: Product UPC
The UPC of products purchased by the profile in their last order, used as a precise search tool for specific products.
Read more
Products
String
Last Order: Value
Last order value is the amount the customer spent on their most recent purchase.
Read more
Orders
Number
Last Return: Date
The profile's latest return date, used as a quality measure for products.
Read more
Orders
Date
Last SMS Click Date
The date the customer last opened (‘clicked’) an SMS.
Read more
SMS
Date
Last SMS Send Date
The customer's latest SMS message send date.
Read more
SMS
Date
Mobile
The profile's mobile phone number. This is typically used as an identifier when creating audiences on advertising networks such as Facebook and Google.
Read more
Personal
Text
Next Birthday
The profile's next birthday based on date of birth.
Read more
Personal
Date
Number of Emails Sent
The total number of emails sent to the profile.
Read more
Email
Number
Number of Items Ordered
The total number of items purchased by the profile, used as a lifetime representation.
Read more
Orders
Number
Number of Items Returned
The profile's total number of returned items, used as a lifetime representation.
Read more
Orders
Number
Number of SMS Clicked
The total number of SMS clicked by the customer.
Read more
SMS
Number
Number of SMS Sent
The total number of SMS sent to the customer.
Read more
SMS
Number
Open Date
The dates the profile has opened emails.
Read more
Email
Date
Order Channel Preference
Lexer's calculated channel preference, based on engagement across all channels.
Read more
Orders
String
Order Channel Preference: Last 12 Months
Lexer's calculated channel preference, based on engagement across all channels in the last 12 months.
Read more
Orders
String
Order Date
The profile's historic order dates, used for numerous things, such as wanting to target profiles with specific products.
Read more
Orders
Date
Order Segment
How often a profile has ordered, and how many products were in those orders.
Read more
Orders
String
Welcome to Lexer!
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Segment overview
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Where do your best customers live? Use geographic insights to maximize media spend and conversion
Grow
Where do your best customers live? Use geographic insights to maximize media spend and conversion
Suppression audiences: How to use them and maximize your media effectiveness
Enrich
Suppression audiences: How to use them and maximize your media effectiveness
Measure campaign effectiveness: Track your KPIs and report on campaign performance
Enrich
Measure campaign effectiveness: Track your KPIs and report on campaign performance
Converting prospects: Acquire customers from your current, engaged prospect base (and save your ad spend!)
Acquire
Converting prospects: Acquire customers from your current, engaged prospect base (and save your ad spend!)
Understanding customer intent: Effective message personalization for buyers who shop outside their gender
Grow
Understanding customer intent: Effective message personalization for buyers who shop outside their gender
Deepen customer understanding: Use third-party data to identify insights for personalized messaging and increased engagement
Grow
Deepen customer understanding: Use third-party data to identify insights for personalized messaging and increased engagement
Basket analysis: Increasing customer lifetime value through targeted product bundling
Grow
Basket analysis: Increasing customer lifetime value through targeted product bundling
Persona building: Personalize your messaging for maximum return on your campaign investments
Grow
Persona building: Personalize your messaging for maximum return on your campaign investments
Driving customer loyalty: Identify, keep, and grow your most loyal customers
Retain
Driving customer loyalty: Identify, keep, and grow your most loyal customers
Increasing customer lifetime value: Upselling strategies
Grow
Increasing customer lifetime value: Upselling strategies
Reactivating lapsed customers for retention and growth
Retain
Reactivating lapsed customers for retention and growth
Welcome offer strategies: Using the Hub for analysis
Acquire
Welcome offer strategies: Using the Hub for analysis
Creating customer forms: Best practices
Enrich
Creating customer forms: Best practices
Connecting your MarTech stack with Lexer!
Enrich
Connecting your MarTech stack with Lexer!
Identifying win-back customers using the Second Last Order: Date attribute
Retain
Identifying win-back customers using the Second Last Order: Date attribute
Understanding your customers' purchasing habits with the Order Sequence filter
Grow
Understanding your customers' purchasing habits with the Order Sequence filter
Maximizing customer communications in Respond
Retain
Maximizing customer communications in Respond
Using Product Recommendation in the Hub to encourage repeat purchases
Grow
Using Product Recommendation in the Hub to encourage repeat purchases
Encouraging customer loyalty using birthday campaigns
Retain
Encouraging customer loyalty using birthday campaigns
Increasing customer lifetime value: Converting your one-time buyers into two-time buyers
Grow
Increasing customer lifetime value: Converting your one-time buyers into two-time buyers
Collecting zero-party data using Lexer Forms
Enrich
Collecting zero-party data using Lexer Forms
Measuring your data over time with Track
Enrich
Measuring your data over time with Track
UTM Creation Guidelines
UTM Creation Guidelines
UTM Creation Guidelines
Brand Assets
Brand Assets
Brand Assets
GTM guide to creating marketing materials with Lexer
GTM guide to creating marketing materials with Lexer
GTM guide to creating marketing materials with Lexer
How to use the Lexer Form Builder
How to use the Lexer Form Builder
How to use the Lexer Form Builder
Explore our standard integrations
Explore our standard integrations
Explore our standard integrations
Operating a CDP Practice LP
Operating a CDP Practice LP
Operating a CDP Practice LP
LP Sales Enablement
LP Sales Enablement
LP Sales Enablement
Video Training Courses LP
Video Training Courses LP
Video Training Courses LP
Purpose and Mission
Purpose and Mission
Purpose and Mission
Brand & Marketing LP
Brand & Marketing LP
Brand & Marketing LP
Stage 3 - QBRs and Customer insights
Stage 3 - QBRs and Customer insights
Stage 3 - QBRs and Customer insights
Client Onboarding Journey
Client Onboarding Journey
Client Onboarding Journey
Start your CDP Practice
Start your CDP Practice
Start your CDP Practice
Lexer Messaging
Lexer Messaging
Lexer Messaging
Pain point conversations
Pain point conversations
Pain point conversations
Lexer Ideal Customer Profile & Positioning
Lexer Ideal Customer Profile & Positioning
Lexer Ideal Customer Profile & Positioning
Referral Partner Program Overview
Referral Partner Program Overview
Referral Partner Program Overview
Demo Hub Guide
Demo Hub Guide
Demo Hub Guide