What are attributes?
When it comes to searching and analyzing customer data, attributes are the first step and the foundation of the Lexer Hub.
In this article, you’ll learn what an attribute is, how you can use them, and what the different attribute categories are.
An attribute is any fact we know about an individual customer or prospect. Attributes can contain information about purchases, email engagement, web and app analytics, survey responses, or demographics.
Attributes are the building blocks for segments. You can read more about segments here, but for now all you need to know is that a segment is a group of profiles based on any combination of attributes. It can be as simple as "Male Customers" or as complex as "High Lifetime Value Customers who made purchases online in the last 30 days".
Attributes are broken up into five different value types, which are used to determine how you search and visualize data in Lexer. These values are flag, number, date, string, and text. Read more about type values here.
We use attributes to make it easy for your team to search and analyze your profile data. By specifying your search criteria with attributes that your profiles should have, must have, or must not have you can gain deep insights into how your profiles interact with your brand and products.
Standard and custom attributes
Currently, attributes come in two forms: "standard" and "custom".
Standard attributes are supplied to everyone when they join Lexer. In 90% of use cases, these easy, ready-to-go attributes are all your team needs to get searching. They include things like a profile’s gender, their payment type, or even the color of the product they purchased.
Custom attributes are created for an individual customer. Working with a brief in collaboration with your team, we can create any specific or personalized attribute you need that’s not covered by our standard attributes. For example, perhaps a swimwear retailer requires attributes related to weather patterns, or a pet supply store needing an attribute for pet type.
Standard attribute categories
Below are the different categories for standard attributes.
Personal information attributes are derived from the identifiers a profile has shared with you. This could be email addresses or mobile numbers, or demographic information like where someone lives, when they were born, or their gender. As many identifiers are not shared, these attributes can be used to distinguish profiles across different sources, allowing for insight into the identification of the relationship of you and your profiles. See our full list of personal information attributes here.
Product and orders
Product and order attributes relate to the transactional and taxonomic relationship a profile has with your products. Focusing on purchase information, these attributes include things like the dates of a purchase, how a profile paid, if there were any returns, and specifications about the products like the size or color of a t-shirt. See our full list of product and order attributes here.
Accounting for customer transactions, discounts, and returns, predictive model attributes anticipate the potential lifetime value of a profile through their considerations of churn risks, predicted orders, and spending amount. See our full list of predictive model attributes here.
Email attributes are concerned with the communication relationship between you and your profiles. Used not only to see your direct relationship with an individual profile by whether they’ve opted into receiving emails and if emails you sent were opened, email attributes can also determine the efficacy of ad and email campaigns. See our full list of email attributes here.
SMS attributes are concerned with the communication relationship between you and your profiles. Used not only to see your direct relationship with an individual profile by whether they’ve opted into receiving SMS communication, and if SMS's you sent were opened, SMS attributes can also determine the efficacy of your SMS campaigns. See our full list of SMS attributes here.
Engage attributes refer to information about email and social communication within the Lexer product. They give knowledge regarding who reached out to whom between you and your profiles, while also giving the important distinction between one and two-way communication. Learn more about engage attributes here.
Activate attributes help you build segments of customers that have been included in audiences created in Lexer Activate. For example, if you send two segments of customers into a Facebook custom audience called "2021 Spring Campaign", you can search for these customers using the "Included in Audience" attribute. See our full list of Activate attributes here.
An attribute is any fact we know about an individual customer or prospect. They are the building blocks for segments and the foundation of the Lexer Hub. You’ve now learned what an attribute is, how you can use them, and what the different attribute categories are. Soon, you’ll be on your way to creating your very own segments — go you!