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

Email

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

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