Using the Lexer Tag attributes with your first-party data

The Lexer Javascript Tag allows you to combine digital customer behavior with purchase and email data for a true, 360-degree view of your customer.

When the Lexer Tag is embedded into your website it collects your customers’ activities on-site and turns these activities into attributes (for more information, see our Lexer Javascript Tag basics article). These attributes are most powerful when combined with your existing first-party data to create segments that you can then use for activation.

In this article, we’re going to take these attributes and walk through some of the best Lexer Tag use cases to get you started!

Acquisition

Using the Lexer Tag you can target prospects who have signed up for email communications and personalize your messages to them based on their browsing behavior, and encourage them to make a first purchase. We’ll walk you through the steps below.

1. In the Hub navigate to Understand > Segment in the top navigation bar.
2. In the Segment Builder search for prospects who have opted-in to email communication and have recently (in the last 30 days) browsed online but have not made a conversion (screenshot below).
3. Hit Search and the profiles that match these attributes will come up.

4. Now, moving to the right of the Segment Builder you can explore the attributes that have been returned as part of the search. We suggest looking at Categories Viewed and Products Viewed, which will allow you to see which categories and products are most popular within this group of customers. You can then add these to your segment for extra personalization.

5. Save this segment and then push your selected segment to your chosen channel (email) via Lexer Activate. Make sure you leave Append Activation Name to Included Profiles selected.

Lexer tips!

In your creative, make sure to tailor each audience’s messaging to their particular preferences, such as products or categories viewed.

Wait for prospects to receive your content. This is typically 10-14 days for paid social, but every business is different, keep an eye on your analytics and turn off campaigns when not performing.

You can then return to Lexer Understand and build a segment using the “Included in Audience” attribute to see how many customers made a purchase off the back of this campaign.

Growth

Using the Lexer Tag you can personalize your marketing communications to customers based on their browsing behavior. This is a great way to use the Tag for growth strategies, for example, converting 1-time buyers into 2-time buyers. We’ll walk you through the steps below.

1. In the Hub navigate to Understand > Segment in the top navigation bar.
2. In the Segment Builder search for customers who have browsed online since their latest conversion, but didn’t make a purchase (see screenshot below).
3. Hit Search and the profiles that match these attributes will come up.

4. As in the first example, you can now move to the right of the Segment Builder and explore the attributes that have been returned as part of the search. We suggest looking at Categories Viewed and Products Viewed, which will allow you to see which categories and products are most popular within this group of customers. You can then add these to your segment for extra personalization.

You can then personalize your creative by referencing relevant products based on your customers' web browsing behavior.

5. And finally, you can use Lexer Activate to push your segments into your chosen channels and then analyze your results.

Retention

Finally, you can also use the Lexer Tag to re-engage customers based on browsing behavior. For example, you can target customers who have started a conversion but did not complete that conversion. We’ll walk you through the steps below.

1. In the Hub navigate to Understand > Segment in the top navigation bar.
2. In the Segment Builder search for customers who have added a product to their cart but have not made a purchase (see screenshot below).
3. Hit Search and the profiles that match these attributes will come up.

4. As in our previous examples, you can now move to the right of the Segment Builder and explore the attributes that have been returned as part of the search. Have a look at the Products Removed From Cart attribute to see the most popular products that have been added and then removed from your customers carts. You can then add these to your segment for extra personalization.

You can then personalize your creative by referencing relevant products based on what your customers have been adding and removing from their carts.

5. And finally, you can use Lexer Activate to push your segments into your chosen channels and then analyze your results.

Next steps

These use cases are a great place to start with the Lexer Tag, so have a go yourself, using your own data in your own Hub.

If you have any questions, reach out to your Success Manager or Lexer Support ([email protected]).