Comparing Attributes in Lexer

Lexer’s CDP is your home of data. One of the coolest things with data is learning from it, and we want to make that as easy as possible. With Attribute comparison, you can directly compare Attributes and gain quick insights that will make you look like a star.

In this article we’ll take you through the functions of the feature, where you can access it, and some quick wins in using this. If you’re not exactly sure about what an Attribute might be, or what kind of data you have access to try these articles first.

What is Attribute comparison?

Attribute comparison is a feature that enables you to compare almost any two pieces of data against each other. Have you ever wanted to know at a glance how many of your female customers spend over $1000? What about understanding which product category customers open the most emails? You can even get a view on which color products get you the highest average order value.

What can’t I compare?

So when we say almost that’s because there are a fewlimitations with the data types we can compare. For example, you couldn’t compare the difference in first names and last names. Don’t worry though, if you are comparing two things that don’t belong we’ll tell you with a helpful error message like the one you can see below.

Where to find Attribute comparison?

You can locate the Attribute comparison feature in two areas of Lexer. Within Lexer Integrate, and within Lexer Identify. While the functionality remains the same, it’s important to mention early on that like Tribe Comparison, your Deep Dive will influence your Attribute comparison. Allowing you to run more specific searches than you could in Integrate.

Attribute comparison in Integrate

You’ll first want to navigate to Integrate, which can be accessed from the homescreen.

From the homescreen there are three ways to access Integrate.

  1. The tool bar
  2. The integrate tile
  3. The drop down menu

Once you’ve opened Integrate, you’ll want to find the specific data source you’re looking to query against. The GIF below steps you through opening Integrate, accessing a 1st party data source, and running a comparison against Total Products Ordered vs Total Spend.

Attribute comparison in Identify

Comparing attributes in Identify is accessed much the same as it is in Integrate. You can navigate to Identify from the homescreen.

From the homescreen there are three ways to access Lexer Identify.

  1. The tool bar
  2. The Identify tile
  3. The drop down menu

From Identify, you need to navigate to the Attribute tab to create a comparison query. The GIF below steps you through opening Identify, accessing the Attribute tab, selecting an Attribute to query, and running a Gender vs State comparison.

Specific comparisons within Identify

Earlier we mentioned that your comparisons made in Identify can be more specific than the comparisonsearches you can run in Integrate, let’s unpack this.

The Deep Dive in Identify will directly influence your comparison, allowing you to focus on comparing only a portion of the values within your Attribute. To give an example, if we want to look at Average Order Value compared to our Product Categories we might only be interested in a few of our product categories. Using the Deep Dive column, we can limit the number of categories we include by stipulating this in our Deep Dive search.

  1. Add the product categories Attribute, selecting the categories you want to compare
  2. Add the remaining product categories to the NOT HAVE section
  3. From the Attribute tab, locate your product category Attribute and click on it
  4. In the Attribute column click the comparison tab
  5. Select the Attribute to compare against, and your refined comparison will return
  1. The comparison tab
  2. The Attribute picker, clicking here will allow you to select an Attribute for comparison
  3. When empty, Attribute comparison will display this message
  1. Attribute comparison - your currently compared Attributes
  2. Insights - written insights will appear when possible, detailing when data is over represented, under represented, most common, and least common
  3. Download - clicking this icon will allow you to download your comparison to a CSV file
  4. Comparison inverter - this arrow allows you to flip the comparison chart, showing different insights
  5. Tooltip - this tooltip will appear as you roll your mouse over the cells, it gives you full Attribute numbers, as well as reveals the full name of values should they become shortened

Easy insights for beginners

Let’s take a look at some basic insights anyone can start with. Below we go through three quick insights that will help you wrap your head around the concept of Attribute comparison.

Gender spend

It can be helpful to understand not only the gender split of your customers, but how spend is distributed across your male and female customers. Imagine for a moment we’re preparing a new product line that appeals to all genders, we may wish to see which gender has a larger spend to influence our marketing creative.

  1. Attribute comparison
  2. Written insight
  3. Comparison results

Location spend

Building on our example above, we may also like to see exactly how spend is distributed across locations. In this example we look at total spend when compared to Australian states. This can help us understand which state has a propensity to spend more in certain brackets. This insight could help with state or location specific campaigns, when spend is used in our segmentation.

  1. Attribute comparison
  2. Written insight
  3. Comparison results

Gender location

Finally we can look at how gender compares to location. Giving us insight as to where our female, or male customers most likely reside.

  1. Attribute comparison
  2. Written insight
  3. Comparison results

Further reading