Attributes Directory

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.

Orders

Number

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.

Personal

Text

An optional second address for a profile. This could be a postbox, or an extension of their first address (an apartment number for example).

Personal

Text

The profile's avatar.

Personal

Flag

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.

Orders

Number

The profile's total spend across all transactions divided by the profile's net discount amount.

Orders

Number

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.

Orders

Number

The profile's average spend across each order, used as a search tool to flag orders of a specific time, group, or period.

Orders

Number

The profile's average spend across each order in the last 12 months.

Orders

Number

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.

Orders

Number

The profile's average spend across each product purchased in the last 12 months.

Orders

Number

The profile's day of birth.

Personal

Date

The profile's month of birth.

Personal

Date

The year a profile was born, used for demographic segmentation purposes to search and categorize profiles into specific years.

Personal

Number

The campaign names a profile has opened and clicked.

Email

List

The campaign names a profile has opened.

Email

List

The campaign names a profile has been sent.

Email

List

The most recent digital channel (Facebook, Twitter, email, etc.) through which your team has messaged this profile via Lexer Respond.

Engage

String

The most recent digital through which your team has messaged this profile via Lexer Contact.

Engage

String

All the digital channels through which your team has ever messaged this profile via Lexer Respond.

Engage

String

The profile’s likelihood of churning based on their historic purchases, represented as High, Medium, or Low. Typically used to suppress high risk customers.

Predictive

String

The profile's residential city.

Personal

Text

The dates the profile has opened and clicked emails.

Email

Date

The profile has provided permission to receive marketing communications.

Personal

Flag

The names of users in your team that have messaged this profile via Lexer Respond.

Engage

String

The names of users in your team that have messaged this profile via Lexer Contact.

Engage

String

Lexer's inferred conversion metric, determined by calculating whether or not a profile purchased a product within one day of opening a marketing email.

Orders

Flag

The profile's residential country.

Personal

String

A list of all audiences a customer has been included in.

Activate

String

A unique profile identifier generated from the information you have in your company database.

Personal

Text

The profile's date of birth, used to search specific birthdays and useful for profile loyalty cases, such as offering birthday discounts.

Personal

Date

All dates that this profile has received a message from your team via Lexer Respond.

Engage

Date

All dates on which this profile has received a message from your team via Lexer Contact. Attribute sourced from proactive outreach engagement from Lexer.

Engage

Date

The earliest date this profile received a message from your team via Lexer Respond.

Engage

Date

All dates on which this profile has received a message from your team via Lexer Contact.

Engage

Date

The most recent date this profile received a message from your team via Lexer Respond.

Engage

Date

The most recent digital through which your team has messaged this profile via Lexer Contact. Attribute sourced from proactive outreach engagement from Lexer.

Engage

Date

The number of days between a profile's first and second orders.

Orders

Number

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.

Email

Number

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.

Email

Text

The percentage of emails the profile has opened. Calculated by dividing the number of emails opened by the number of emails sent.

Email

Number

The profile's opt-in status for email marketing.

Email

Text

The website, platform, or process by which this email was first captured in your system.

Email

Text

The date a profile subscribed to receive your emails.

Email

Text

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.

Personal

Text

Defines whether the profile is an employee. It’s useful for suppressing them from messages, ad campaigns, and excluding them from your searches.

Personal

Flag

The first user in your team who messaged this profile via Lexer Respond.

Engage

String

The first user in your team who messaged this profile via Lexer Respond. Attribute sourced from proactive outreach engagement from Lexer.

Engage

String

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.

Personal

Text

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.

Orders

Number

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.

Orders

String

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.

Orders

Date

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.

Products

String

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.

Products

String

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.

Products

String

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.

Products

String

The name of products purchased by the profile in their first order, useful for searching product categories when other identifiers are not known.

Products

String

The SKU of products purchased by the profile in their first order, used as a precise search tool for specific products.

Products

String

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.

Products

String

The UPC of products purchased by the profile in their first order, used as a precise search tool for specific products.

Products

String

The amount a customer has spent on their first order.

Orders

Number

The full name of the profile, populated by merging the values from First Name and Last Name.

Personal

Text

The profile's specified gender, typically used in gender-based segmentation.

Personal

String

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.

Personal

String

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.

Personal

Text

The audience name i.e. Active Customers

Activate

String

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.

Predictive

String

The profile is a customer and not a prospect, established by whether a profile has made at least one transaction with your brand.

Orders

Flag

The last user in your team who messaged this profile via Lexer Respond.

Engage

String

The most recently user in your team who messaged this profile via Lexer Contact. Attribute sourced from proactive outreach engagement from Lexer.

Engage

String

The date the profile last opened and clicked an email.

Email

Date

The date the profile last opened an email.

Email

Date

The profile’s last name.

Personal

Text

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.

Orders

String

The profile's most recent order date, used as an RFM measurement to understand who your current profiles are.

Orders

Date

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.

Products

String

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.

Products

String

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.

Products

String

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.

Products

String

The name of products purchased by the profile in their last order, useful for searching product categories when other identifiers are not known.

Products

String

The SKU of products purchased by the profile in their last order, used as a precise search tool for specific products.

Products

String

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.

Products

String

The UPC of products purchased by the profile in their last order, used as a precise search tool for specific products.

Products

String

Last order value is the amount the customer spent on their most recent purchase.

Orders

Number

The profile's latest return date, used as a quality measure for products.

Orders

Date

The date the customer last opened (‘clicked’) an SMS.

SMS

Date

The customer's latest SMS message send date.

SMS

Date

The profile's mobile phone number. This is typically used as an identifier when creating audiences on advertising networks such as Facebook and Google.

Personal

Text

The profile's next birthday based on date of birth.

Personal

Date

The total number of emails sent to the profile.

Email

Number

The total number of items purchased by the profile, used as a lifetime representation.

Orders

Number

The profile's total number of returned items, used as a lifetime representation.

Orders

Number

The total number of SMS clicked by the customer.

SMS

Number

The total number of SMS sent to the customer.

SMS

Number

The dates the profile has opened emails.

Email

Date

Lexer's calculated channel preference, based on engagement across all channels.

Orders

String

Lexer's calculated channel preference, based on engagement across all channels in the last 12 months.

Orders

String

The profile's historic order dates, used for numerous things, such as wanting to target profiles with specific products.

Orders

Date

How often a profile has ordered, and how many products were in those orders.

Orders

String

The channel(s) the profile has purchased through (such as e-commerce or retail store).

Orders

String