Attributes — Products and orders

Product and order Attributes

Product and order Attributes relate to the transactional and taxonomic relationship a profile has with your products.

Product Attributes

These Attributes are focused with specifications about products, such as their brand, size, color, etc.

NameDefinitionType
Product NameThe name of products purchased by the profile, useful for searching product categories when other identifiers are not known.String
Product IDs PurchasedThe ID of products purchased by the profile, used as an extra measure to identify a product, if their name changed for example.String
Product BrandThe product brands purchased by the profile. With customers that own multiple brands, using this attribute can clarify the relationship profiles have with your brands.String
Product CategoryThe product category names the profile has purchased. Useful for segmentation at the category level, which will capture larger groups of profiles rather than by specific product names.String
Product ColorThe colors of products purchased by the profile, used to target specific profiles based on the color preferences, allowing for further personalization and recommendations.String
Product SizeThe size of products purchased by the profile, 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.String
Product SKUThe SKU of products purchased by the profile, used as a precise search tool for specific products.String
Product UPCThe UPC of products purchased by the profile, used as a precise search tool for specific products.String
First Order:

Product Category

Product Brand

Product Color

Product ID

Product Name

Product Size

Product SKU

Product UPC
The profile's first order, used for personalization and recommendations for further purchases based on their initial purchase. Used also to establish a timeline between a profile’s first order with later purchases.String
Second Order:

Product Category

Product Brand

Product Color

Product ID

Product Name

Product Size

Product SKU

Product UPC
The profile's second order, used to create further personalization and recommendations by establishing a timeline between orders and what products were purchased.String
Second Last Order:

Product Category

Product Brand

Product Color

Product ID

Product Name

Product Size

Product SKU

Product UPC
The profiles second last order, is used to identify customers that are lapsing, or have previously churned but have since come back. This can be used to determine what has been done to win them back.String
Last Order:

Product Category

Product Brand

Product Color

Product ID

Product Name

Product Size

Product SKU

Product UPC
The profile’s last order, used as an indicator for when to best engage with a profile established by the timeline of their orders. It is also useful for creating segments of specific timeframes of profiles (people in made purchases 20 to 30 days apart, etc.)String
Return:

Product Category

Product Brand

Product Color

Product ID

Product Name

Product Size

Product SKU

Product UPC
The products returned by a profile, useful for suppression of specific products or profiles with high return rates.String

Transactional Attributes

These Attributes are focused with transactional details, such as dates of a purchase, how a profile paid, if there were any returns, etc.

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.Flag
RelationshipIdentifies the profile as either a prospect, or a customer.String
Total SpendThe profile's total spend to date, used to determine a profile’s lifetime value.Number
Total Spend: RetailThe profile's total in-store spend to date.Number
Total Spend: E-CommerceThe profile's total e-commerce spend to date.Number
Total Spend: %{year} The profile's total amount spent throughout a year.Number
Total Orders The profile's total number of orders.Number
Number of Items Ordered The total number of items purchased by the profile, used as a lifetime representation.Number
Total Orders %{year} The total number of orders the profile made in a specific year.Number
Order Date The profile's historic order dates, used for numerous things, such as wanting to target profiles with specific products.Date
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.Date
Second Order: Date The profile's second order date, used as search criteria to work out time between first and second orders.Date
Second Last Order: Date The profile's second last order date. Useful for creating win-back campaign segments.Date
Last Order: Date The profile's most recent order date, used as an RFM measurement to understand who your current profiles are.Date
First Order: ValueThe amount a customer has spent on their first order.Number
Second Order: ValueThe amount a customer has spent on their second order.Number
Second Last Order: ValueThe amount a customer has spent on their second last order.Number
Last Order: ValueLast order value is the amount the customer spent on their most recent purchase.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.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.Number
Total Return Value The total dollar amount of all returns the profile has made.Number
Number of Items Returned The profile's total number of returned items, used as a lifetime representation.Number
Return Rate The profile's return rate, used to establish what proportion of orders made were returned and suppress profiles with high return rates.Number
Store Locations The retail store locations visited by a profile, used for demographic information such as a profile’s breadth of retail locations.String
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.Number
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.Flag
Total Orders: Last 6 Months The profile's total orders within the last 6 months.Number
Total Orders: Last 12 Months The profile's total orders within the last 12 months.Number
Total Orders: Last 24 Months The profile's total orders within the last 24 months.Number
Order Segment How often a profile has ordered, and how many products were in those orders.String
Days Between First and Second Order The number of days between a profile's first and second orders.Number
Spend Decile The total spend data divided into ten groups and ordered from lowest (1) to highest (10).Number
Spend Percentile The total spend data divided into 100 groups and ordered from lowest (1) to highest (100).Number
Spend and Order Outliers Detect and label low and high outliers of total spend and orders.String
Order: Channel The channel(s) the profile has purchased through (such as e-commerce or retail store).String
Payment Type The profile's payment types used for purchases.String
Average Discount Percent The profile's total spend across all transactions divided by the profile's net discount amount.Number
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.Number
Second Order: Average Discount Percent The profile's total spend for their second order divided by the order net discount amount, useful for understanding how to maintain customers.Number
Order Channel Preference Lexer's calculated channel preference, based on engagement across all channels.String
Last Return: Date The profile's latest return date, used as a quality measure for products.Date
Return Date The profile's return dates from all orders.Date
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.String
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.String
Total Spend: Last 6 Months The profile's total spend in the last 6 months.Number
Total Spend: Last 12 Months The profile's total spend in the last 12 months.Number
Total Spend: Last 24 Months The profile's total spend in the last 24 months.Number
Total Orders: Last 6 Months The profile's total orders in the last 6 months.Number
Total Orders: Last 12 Months The profile's total orders in the last 12 months.Number
Total Orders: Last 24 Months The profile's total orders in the last 24 months.Number

And that's it! Now that you know which products and order attributes are available. You can use them to build your segments for activation and engagement.