Attributes - Retail
Data dictionary explaining common retail attributes
With our experience working with retail clients we’ve developed a range of calculated attributes that allow businesses to rapidly find valuable customers segments. The list below outlines our defined attribute list.
Relationship
Name | Description | Type |
Customer Group | The type or segment the customer belongs to | Text |
Customer ID | The unique ID of the customer | Text |
Employee flag | Defines if the individual is an employee | True or False |
Record | Has some sort of relationship | True or False |
Contact
Name | Description | Type |
Hashed Email | The email address belonging to the identity in SHA256 encrypted format | Text |
Mobile | The mobile phone number belonging to the identity | Text |
Contact > Personal Information
Name | Description | Type |
Birth Year | Best known year of birth | Numeric |
Date of Birth | Best known date of birth | Date |
First Name | Best known first name | Text |
Full Name | Best known full name | Text |
Gender | Best known gender | Text |
Generation | Generation based on year of birth. Baby Boomers are born after 1946, Gen X after 1965, Xennial born after 1977, Millennial born after 1984, Gen Z born after 1997 | Text |
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 | Text |
Last Name | Best known last name | Text |
Contact > Location
Name | Description | Type |
Address 1 | The best known residential address | Text |
Address 2 | The best known residential address | Text |
City | The best known residential city | Text |
Country | The best known residential country | Text |
Postcode | The best known residential postcode | Text |
State | The best known residential state or region | Text |
Store Locations | The retail stores the customer has made purchases from | Text |
Zip Code | The best known residential ZIP code | Text |
Purchases > Spend
Name | Description | Type |
Average Discount Level | The customer’s total spend across all transactions, before discounts are applied, divided by the customer’s net discount amount | Numeric |
Average Discount Level in First Order | The customer’s total spend for their first order, before discounts are applied, divided by the customer’s net discount amount for the order | Numeric |
Average Discount Level in Second Order | The customer’s total spend for their second order, before discounts are applied, divided by the customer’s net discount amount for the order | Numeric |
Average Order Value | The average amount spent across each order | Numeric |
Average Spend Per Product | The average amount spent on each individual product | Numeric |
Spend Decile | Total spend data bucketed into ten even groups | Numeric |
Total Online Spend | The total amount the customer spent online | Numeric |
Total Retail Spend | The total amount the customer spent in-store | Numeric |
Total Spend | The total amount the customer spent online | Numeric |
Total Spend (last 12 months) | The customer’s combined spend amount in the last 12 month period | Numeric |
Total Spend (last 24 months) | The customer’s combined spend amount in the last 24 month period | Numeric |
Total Spend (last 6 months) | The customer’s combined spend amount in the last six month period | Numeric |
Total Spend 2013 | The total amount the customer spent in 2013 | Numeric |
Total Spend 2014 | The total amount the customer spent in 2014 | Numeric |
Total Spend 2015 | The total amount the customer spent in 2015 | Numeric |
Total Spend 2016 | The total amount the customer spent in 2016 | Numeric |
Total Spend 2017 | The total amount the customer spent in 2017 | Numeric |
Total Spend 2018 | The total amount the customer spent in 2018 | Numeric |
Total Spend 2019 | The total amount the customer spent in 2019 | Numeric |
Purchases > Orders
Name | Description | Type |
Average days between purchases | The average number of days between all of the customer’s purchases | Numeric |
Converts off Email | Lexer’s inferred conversion metric, determined by calculating whether or not a customer purchased a product within one day of opening a marketing email | True or False |
Customer or Prospect | Whether the customer is a paying customer or a prospect, determined by whether or not there is a record of any transaction history | Text |
Date of First Order | The date of the first order the customer made | Date |
Date of Latest Order | The date of the most recent order the customer has made | Date |
Days between first purchases | The number of days between a customer’s first and second purchases | Numeric |
Number of items ordered | The total number of items purchased by the customer | Numeric |
Order Date | Any time a customer made an order | Date |
Total Orders | The total number of orders the customer has made | Numeric |
Total Orders (last 12 months) | Total number of orders made in the last 12 months | Numeric |
Total Orders (last 24 months) | Total number of orders made in the last 24 months | Numeric |
Total Orders (last 6 months) | Total number of orders made in the last 6 months | Numeric |
Total Orders 2013 | The total number of orders the customer made in 2013 | Numeric |
Total Orders 2014 | The total number of orders the customer made in 2014 | Numeric |
Total Orders 2015 | The total number of orders the customer made in 2015 | Numeric |
Total Orders 2016 | The total number of orders the customer made in 2016 | Numeric |
Total Orders 2017 | The total number of orders the customer made in 2017 | Numeric |
Total Orders 2018 | The total number of orders the customer made in 2018 | Numeric |
Total Orders 2019 | The total number of orders the customer made in 2019 | Numeric |
Total Orders 2020 | The total number of orders the customer made in 2020 | Numeric |
Total Spend 2020 | The total amount the customer spent in 2020 | Numeric |
Transaction Segment | How often a customer has ordered, and how many products were made in those orders | Text |
Transaction channel | The channel(s) the customer has purchased through (such as e-commerce or retail store) | Text |
Purchases > Returns
Name | Description | Type |
Number of items returned | The number of items a customer has returned | Numeric |
Return Product Category 1 | The product categories the customer has returned | Text |
Return Product Category 2 | The product categories the customer has returned | Text |
Return Product Category 3 | The product categories the customer has returned | Text |
Return Product Category 4 | The product categories the customer has returned | Text |
Return Product Category 5 | The product categories the customer has returned | Text |
Return Product Category 6 | The product categories the customer has returned | Text |
Return Product Category 7 | The product categories the customer has returned | Text |
Return Product Category 8 | The product categories the customer has returned | Text |
Return Rate | The customer’s return rate, as a proportion of all orders made | Numeric |
Total Return Value | The total dollar amount of all returns the customer has made | Numeric |
Purchases > Products
Name | Description | Type |
First product purchased Category 1 | The purchase categories the customer has purchased | Text |
First product purchased Category 2 | The purchase categories the customer has purchased | Text |
First product purchased Category 3 | The purchase categories the customer has purchased | Text |
First product purchased Category 4 | The purchase categories the customer has purchased | Text |
First product purchased Category 5 | The purchase categories the customer has purchased | Text |
First product purchased Category 6 | The purchase categories the customer has purchased | Text |
First product purchased Category 7 | The purchase categories the customer has purchased | Text |
First product purchased Category 8 | The purchase categories the customer has purchased | Text |
Last product purchased Category 1 | The purchase categories the customer has purchased | Text |
Last product purchased Category 2 | The purchase categories the customer has purchased | Text |
Last product purchased Category 3 | The purchase categories the customer has purchased | Text |
Last product purchased Category 4 | The purchase categories the customer has purchased | Text |
Last product purchased Category 5 | The purchase categories the customer has purchased | Text |
Last product purchased Category 6 | The purchase categories the customer has purchased | Text |
Last product purchased Category 7 | The purchase categories the customer has purchased | Text |
Last product purchased Category 8 | The purchase categories the customer has purchased | Text |
Product purchases Category 1 | The purchase categories the customer has purchased | Text |
Product purchases Category 2 | The purchase categories the customer has purchased | Text |
Product purchases Category 3 | The purchase categories the customer has purchased | Text |
Product purchases Category 4 | The purchase categories the customer has purchased | Text |
Product purchases Category 5 | The purchase categories the customer has purchased | Text |
Product purchases Category 6 | The purchase categories the customer has purchased | Text |
Product purchases Category 7 | The purchase categories the customer has purchased | Text |
Product purchases Category 8 | The purchase categories the customer has purchased | Text |
Second product purchased Category 1 | The purchase categories the customer has purchased | Text |
Second product purchased Category 2 | The purchase categories the customer has purchased | Text |
Second product purchased Category 3 | The purchase categories the customer has purchased | Text |
Second product purchased Category 4 | The purchase categories the customer has purchased | Text |
Second product purchased Category 5 | The purchase categories the customer has purchased | Text |
Second product purchased Category 6 | The purchase categories the customer has purchased | Text |
Second product purchased Category 7 | The purchase categories the customer has purchased | Text |
Second product purchased Category 8 | The purchase categories the customer has purchased | Text |
Payment Type | The payment types used for the transaction | Text |
Purchases > Predictive
Name | Description | Type |
Churn Risk | Customer’s likelihood of churning based on their historic purchases | Text |
Predicted Order Value | Customer’s predicted future order value in the next 12 months based on their historic purchases | Numeric |
Predicted Orders | Customer’s predicted number of orders in the next 12 months based on their historic purchases | Numeric |
Predicted Spend | Customer’s predicted spend in the next 12 months based on their historic purchases | Numeric |
Product Recommended Category 1 | The product the individual is most likely to next purchase based on their past behaviour | Text |
Product Recommended Category 2 | The product the individual is most likely to next purchase based on their past behaviour | Text |
Product Recommended Category 3 | The product the individual is most likely to next purchase based on their past behaviour | Text |
Product Recommended Category 4 | The product the individual is most likely to next purchase based on their past behaviour | Text |
Product Recommended Category 5 | The product the individual is most likely to next purchase based on their past behaviour | Text |
Product Recommended Category 6 | The product the individual is most likely to next purchase based on their past behaviour | Text |
Product Recommended Category 7 | The product the individual is most likely to next purchase based on their past behaviour | Text |
Product Recommended Category 8 | The product the individual is most likely to next purchase based on their past behaviour | Text |
Engagement
Name | Description | Type |
Channel Preference | Lexer’s calculated channel preference, based on engagement across all channels | Text |
Engagement > Email Engagement
Name | Description | Type |
Click Dates | Any time the customer clicked an email | Date |
The customer’s email address | Text | |
Email Click Rate | The percentage of emails the customer has clicked | Numeric |
Email Engagement Category | Whether a customer opens, clicked, is opted out of, or converts from emails | Text |
Email Open Rate | The percentage of emails the customer has opened | Numeric |
Email Opt-In Status | Whether or not the customer is opted in to email marketing | Text |
Email Source | Where the email address was captured | Text |
Email subscribe date | The date when a customer signed up to email | Date |
Last email click | The last time the customer clicked an email | Date |
Last email open | The last time the customer opened an email | Date |
Number of Emails Sent | The total number of emails sent to the customer | Numeric |
Open Date | Any time the customer opened an email | Date |