How we onboard CRM data

Lexer’s Customer Data Platform ingests data from a variety of sources, and one of the most common is CRM data. Sending Lexer this data allows you to understand the demography of your customers and prospects, their location, and contact information, as well as combine it with your other data for an enriched single-customer-view.

Integrate your account

Getting your data into Lexer is easy - simply integrate your CRM account through our handy Integrate tool, and we’ll do the rest.

What we do with the data

Once you’ve connected your account, Lexer is then able to retrieve your customer and product information to create a set of attributes, that you can later query and compare in Lexer.

This is what we do with your data to achieve this:

Auto-validation we pull the data as a file and check its format, as well as the records in the file, to make sure they can be imported into Lexer
Validation we look at the data to make sure it’s what we expect it to be
Enrichment we transform your data fom its current format into a set of value-add attributes
Unification we unify your transaction data to other in your account, as well as third-party data sets
Import we take the validated, enriched, and unified data, and import it into the Lexer product.

What we build

Once we’ve retrieved your data, we will build a set of attributes you can query in Lexer. We either import it without transformation, or we change it so you can get more value from it. Here is a list of the attributes we can build with this data.

Standard attributes

Lexer cleans and transforms your data into straightforward representations of the raw data, making it easy for your team to search, analyse and activate.

Attribute Code Description Value
Customer ID Your internal customer ID A customer ID allows you to unify your data across different files and sources.
Email The customer’s email address Email allows us to expand your data universe to third parties.
First name Customer’s first name Names can be used to improve 1:1 communication across sales and service channels.
Last name Customer’s last name  
Date of birth Customer’s date of birth Birth dates allow you to understand a customer’s age, as well as anticipate behaviours around their birthday.
Birth year Customer’s year of birth  
Address 1 The customer’s street address Know where your customers live, so you can improve delivery and other in-person service inquiries.
Address 2 The customer’s street address  
Suburb/City The customer’s suburb/city Suburbs allow you understand customers at a demographic level, as well as providing insight around geographic distribution.
Postcode/ZIP Customer’s postal code Demographic data sources use postal and zip codes, so this data enables the understanding of behaviours and traits of people living in the area.
State The customer’s state States allow you to understand customers at a demographic level, as well as providing insight around geographic distribution.
Country The customer’s country A customer’s country helps you personalize language, understand seasonal trends and build regional strategies.
Mobile/Cell The customer’s phone number A phone number can be unified to other sources, as well as deliver phone-based service interactions.
Gender Customer’s gender A customer’s gender is often useful for basic segmentation, especially when your products are gender specific.

Value-add attributes

Lexer takes all the data you have provided and enriches it, often combining multiple data points to make them more useful than they are on their own.

Attribute Code Description Value
Record Has some sort of relationship with your company This is used within the product to run a quick search, highlighting your customer and prospect universe.
Age The customer’s age Capture the customer’s age at a glance, to improve segmentation and service interactions.
Email sha256 The customer’s hashed email address (sha256) Hashed email addresses can be used to target customers on several online channels, without sacrificing the customer’s privacy.
Lives in Country The customer’s address is within nominated countries - e.g. Lives in Australia, Lives in USA, Lives in England A simple flag to highlight the customer’s country.
Closest Store The customer’s closest store If you’re going to direct a customer to a store, we want to make it as convenient as possible.
Geo-location The Geo-point on a map See where one, some, or all of your customers are on a map, at a glance, to better understand where they are.
Inferred Gender Lexer’s modeled gender, scored against the probability that their first name would be given to a male or a female If you don’t capture a customer’s gender, we can help you predict what it is.
Generation The customer’s generation: Baby Boomer’s are born after 1946, Gen X after 1965, Xennial born after 1977, Millennial born after 1984, Gen Z born after 1997 A customer’s generation can be used in basic segmentation, rather than splitting out customers by explicit ages.

How we unify

Customer ID

This field is typically used to match to your other data sources, such as Transactional, and Email Engagement platforms. If this ID is used across your business, it will be the field that links across all systems.

Email address

This field is used to unify your data to Twitter, enable activation on various sales channels, and can be used to unify your data to certain second and third party sources.

Phone number

This field is used to unify on other data sets, such as Experian. Lexer transforms your mobile numbers to make sure they’re in a consistent format, ensuring the highest possible unification rates.


The volume of data being sent from each platform’s respective API will affect the time it takes to extract it. If we trying to extract a large amount of data, it’s worth noting this could take a while, and has the potential to fail. This based on each platform’s ability to send across the data Lexer are asking for, within a reasonable time, and without becoming overwhelmed.