An introduction to Lexer Identify

Lexer Identify is your data visualization tool. It contains hundreds of millions of Identities, each defined by thousands of live, constantly updating Attributes that help tell stories of consumerism, life-stage, behaviour, attitudes, and demographics.

In this article, we’re going to take you through the basics, to introduce you to Lexer Identify.

For a better understanding of all the data in your Identify instance, see our article on Your data in Lexer’s CDP.

Orientation of Identify

Identify Deep Dive column

  1. Toggle between building your search, or accessing your saved Tribes
  2. Must have - your search must contain all these Attributes
  3. Should have - your search must contain at least one or more of these Attributes
  4. Should have toggle - this allows you to increase your ‘should have’ parameters by up to 10
  5. Not have - your search will not have any of these Attributes
  6. Save or Search - save your current search as a Tribe, or execute your search

Identify screens

Use these screens to view or cut your search in different ways. Each button or tab will help you learn something new about your customers, or the Identities that match your current search.

The four screens are

Summary A summary of your search, representing each of your Tribes as bubbles. The larger the bubble, the greater the overlap between that Tribe, and your current search.
Attributes A visualization of all the Attributes that match to your current search, and their distribution
Identities All of the Identities that match your current search. From here you can deep dive into your customer database.
Compare A tool that enables you to compare up to 6 Tribes against each other, and learn what makes each Tribe unique, or the same.


  1. Summary tab - This screen will load by default when you land in Identify, or you can navigate here any time to see a full summary of your results.
  2. Search results area - See the Tribes that match the current Deep Dive. The size of the circles is in proportion to the number of Identities matched within each Tribe.
  3. Summary Stats - Volume of Identities, Attributes, and Sources in your search results.
  4. Results breakdown - See the Attributes, Tribes, and Sources that have returned in your search results.


  1. Attributes tab - Click here to access your Attributes data.
  2. Search area - All the Attributes that match against your current search, and the distribution of Attributes for that search.
  3. Sources table - This informs you of the source of your data, and how that relates to your current search. In other words, from your current search, we can see all of these Identities exist in the AUS Apparel CRM dataset, but only about a third exist in the e-Com AU dataset.
  4. Activation channels table - This provides an indicative measure of Activation volumes, by providing the maximum number of records we have to match against any given activation channel.
  5. Tribes table - This shows you how your current search matches to your Tribes. In this example, running the “All CRM” Tribe - we can see a 100% match rate. However, the “Recent Web Visitor” Tribe only has an overlap of 37.6k.


  1. Identities tab - From here you can view all of your customers or Identities that match to your search.
  2. Identities - This view shows the Identities that match against your search. If their records are unified to Twitter, their avatar image image and profile bio will be displayed.
  3. Identity column - Click on any Identity here to get a wider picture of all the Attributes and Tribes they exist in.


  1. Compare tab - Clicking here will take you to Lexer Compare, where you can run what is called an “indexation report”.
  2. Tribe and Attribute Selector - From here, you can select up to 4 Tribes to compare against each other. Add Attributes to compare only specific Attributes across these Tribes, or leave blank to include all Attributes.
  3. Primary Tribe picker - Choose which Tribe you’d like to set as a base to compare against the rest.
  4. Results table - This is where your comparison results load - click on each to expand and see how each Attribute stacks up between your selected Tribes.

Finding an Attribute with the Attribute Picker

To find an Attribute, navigate to the top of the Deep Dive column, and click on the search bar - this will open the Attribute picker.

  1. Keyword search
  2. Filter by source
  3. Filter by tag

To run a search, simply find a series of Attributes or Tribes, add them to your Deep Dive column, and click the Search button at the bottom.

Remember, the Deep Dive column allows you to match and exclude Attributes. This example is looking for customers that have:

MUST HAVE Purchased in store
SHOULD HAVE Either purchased online, or visited a store
NOT HAVE Abandoned cart while visiting our online store

Once you’re happy with your search, hit Search, and your results will load.

TIP: Try looking at the Attributes screen to see how many of your Identities live in the same state as you.

Saving a Tribe

When you save a Tribe, it not only allows you to view it later, but also shares this with Lexer Activate, allowing you to push our audience to social, email, or search platforms - for advertising, or marketing campaigns.

  • To save your Tribe, first click the SAVE AS NEW TRIBE button at the bottom of the Deep Dive column. Then, give it a:
  • 1.Name
  • 2.Family
  • 3.Description
  • 4.Color

You can also choose to have your Tribe display by default, which means it will load every time you open Identify. This will impact anyone else who can see this Tribe, or access Identify, so you’ll only want to do that for a Tribe that works for most of the team. In most cases, that will be something like “All customers”. Once you’ve filled out the necessary details, hit Save, and your Tribe is saved.

I’ve saved my Tribe, how do I activate it?

Glad you asked! Check out these articles on activating audiences:

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