Tribes in Identify

Tribes (or segments) are a way to save your search in Identify, to view again later, or to use as an audience to activate to your chosen integration.

This article will help you understand how to best configure your Tribe to get your desired results.

Before we get started, first make sure you’ve familiarized yourself with our Introduction to Identify

What is a Tribe?

A Tribe is the name we use in Lexer Identify for a collection of Attributes used to create your audience segment. You can easily build these yourself, or with your Lexer Success Manager, to configure a group of Identities that match your criteria exactly.

For example - you want to view all customers that:

  • have made an online purchase in the last 6 months
  • have spent over $100, but
    • did not purchase sale items, and
    • do not live in Melbourne

This is achievable by compiling your Deep Dive with relevant Attributes, to create a Boolean query that is capable of looking for content using ‘this AND that’, ‘this OR that’, or ‘this NOT that’ functionality.

How to build a Tribe

First, find the Attributes you’d like to query, by adding them to the appropriate fields in your Deep Dive. These fields are:

MUST HAVE Every Identity in this audience must have all Attributes shown in this field.
SHOULD HAVE Should also have at least one of the Attributes listed in this field. You can choose how many Attributes you require your Identities to have as a minimum, up to 10.
NOT HAVE Must not have any of the Attributes listed in this field.

Navigate to the Attribute picker, and start typing to find the Attribute you’re looking for, or scroll through to browse those available to you. To help you find what you’re looking for, the Attribute picker is organized into the following:

Matched Tribes All of your pre-built Tribes, listed under each of the families you’ve chosen to keep them grouped together in categories.
Matched Attributes Your 1st and 3rd party data source Attributes, grouped by type, e.g. personal information - name, generation, gender; location - suburb, state, country
Related Attributes Attributes related to your 1st or 3rd party Attributes, provided by Lexer
Filter by Sources Search for Attributes based on where you want to view data from, e.g. Facebook, Lexer, your company
Filter by Tags Search for Attributes based on the subject, e.g. Customer, Transactions, Sports, Education

Once you’ve compiled your search, hit the Search button at the bottom of your Deep Dive, and make sure the results your given make sense to you.

It’s important to note that you might not always get the results you were expecting - you may be surprised by what you find. Check out our customer stories to see how others have gained insight, and how they’ve used it. However, if you feel like the results are way off the mark, or would like help understanding them, reach out to Lexer Support.

Once you’re happy with your results, click Save as New Tribe.

Your Tribe must have a:

Name This will be the exact name that your Tribe will be displayed as
Family This will be used to categorize your Tribes, and keep them in order
Description Explain what this Tribe looks for
Color This helps with organisation, we recommend choosing the same color for for Tribes in the same Family

You can then choose to have your Tribe display by default, so it will run automatically when you open Identify.

Next, select which Groups can access this Tribe. Check out our guide on Groups and permissions if you’d like to learn more about this.

Lastly, hit Save, and you’re done! You can now select this Tribe from the Attribute picker, and from the Saved Tribes tab at the Top of your Deep Dive.

Attribute types

Lexer Attribute types vary, and are used differently depending on your use case. In some instances, you’ll want to find all Identities within a certain range of values, others you might want to choose from a specific category. Whatever you’re searching for, there’s an Attribute tailored to your needs. To find out more about your Attributes, and how to use them, check out our guide on types of Attributes.

Use cases

The idea of the search structure in Identify, is to create a tiered search. Generally, you’ll have at least one Attribute in the MUST HAVE field, and all Identities must have this value. The fields below (SHOULD HAVE and NOT HAVE) will then create OR queries, that will append to, or suppress Attributes or Tribes from the Identities pulled in through the MUST HAVE field.

We’ll take you through a few scenarios here to show you how this structure would apply when constructing a query to hone in on your target audience.

1. Active customers who have made a purchase in the last 6 months

Deep Dive Field Atrributes What this does
Must have Customer record, Date of last order (insert date range) Looks for anyone that has a customer record with your brand, that has placed an order within your chosen date range
Should have leave blank  
Not have leave blank  

2. Identities that have created an account, but never made a purchase

Deep Dive Field Attributes What this does
Must have Customer record Looks for anyone with a customer record with your brand
Should have leave blank  
Not have Orders (leave number of orders blank to capture anyone that has made an order)  

3. Identities who are not customers, have added products to their cart, but did not check out

Deep Dive Field Attributes What this does
Must have Products placed in cart Uses Lexer Tag to track product placed in cart from device
Should have leave blank  
Not have Customer record Will exclude any of your existing customers who have placed items in their cart, but not checked out

Putting your Tribes to work

Your Tribe will now also be visible as an audience in Lexer Activate. Here, you can choose to send this list of Identities to various platforms, via your Integrated accounts.

Follow this link to learn more about integrating your accounts.

If you’re ready to activate your Tribe, our introduction to Activate article is a great place to get started.

Further reading