January 23, 2020

The Lexer CDP: a year in review

minute read

2019 was a big year for Lexer’s product development—and we have even more in store for 2020.

Our product team was on fire last year.

From integrations and major feature releases to minor bug fixes, the Lexer platform has undergone 20,097 updates over the course of 2019. That averages out to about one release per week and includes over 30 new features, as well as a whopping 157 improvements to existing features.

This year, our product team’s main focus was on integrations with other major MarTech platforms, improving data flow, throughput, and scale. Having greatly matured our integrations with email vendors, ecommerce platforms, onsite personalization platforms, and more, we’ve sent over two billion identities through those integrations, fuelling our clients’ ad campaigns and driving tangible results.

Here are our top 8 Lexer product releases of 2019.


To kick off the year, we launched Lexer Integrate, where clients can integrate all of their core retail systems—including social accounts, ecommerce platforms, email service providers, CRM databases, and more—and easily push and pull data in and out of each platform.

Over the course of the year, we launched both new and improved integrations with numerous platforms, including:

  • Mailchimp integration
  • Campaign Monitor
  • Vision6
  • Bronto
  • Listrak
  • Klaviyo
  • Salesforce Marketing Cloud
  • Instagram Ads
  • Khoros Community
  • Criteo
  • Shopify
  • Facebook Pages
  • Braze
  • Emarsys
  • Vero

… and more. Our ever-expanding integration list supports the activation of customer audiences within various retail platforms, providing our clients with the most holistic CDP benefits.


Adopting a new platform isn’t easy—not even for the most tech-friendly among us. Because we want to offer our clients as seamless an onboarding as possible, we relaunched our Lexer Learn site to help clients self-serve on their journey to becoming data rockstars with the Lexer CDP.

For beginners, managers, and data experts alike, the Learn site has everything you need to hit the ground running with the Lexer platform—and there will be much more of this to come in 2020.


The ability to compare and contrast different pieces of data gives retailers invaluable insight into their customers. For example, you could compare the average order value against gender or household income to better understand your target market. Or, you could compare the total spend to locations to aid with location-specific campaigns.

With the launch of our Attribute Comparison feature, Lexer users can directly compare attributes to learn more from their data and use these quick insights to drive results.


In today’s world of e-commerce, tracking online customer behavior through anonymous cookies will no longer cut it; these cookies can lead to gaps, errors, and inconsistencies in your data. That’s why we released the Lexer Javascript Tag, which enables clients to track customer behavior on their website and sync that data with their core customer identities within the Lexer platform.


We updated our Compare feature to enhance users’ ability to understand specific customer segments in comparison with the rest of their data. The feature empowers users to quickly discover similarities and differences between different types of customers, gaining powerful insights that inform their marketing and customer relationships.


A/B audience split testing is a common technique used by marketers to test the effectiveness of creative changes. To support this test-learn-optimize process that many of our clients use, we added a new Audience Split feature to divide audiences before activating them within other platforms. We also created the ability to hold out a control group to support sophisticated incrementality measurement.


To increase the speed, ease, and convenience of sending customer data to the Lexer platform, we created our File Upload API. Additionally, we developed our secure file upload feature, which gives clients the ability to seamlessly drag and drop files into the Lexer platform without compromising the security of their data.


Lastly, we made a number of improvements to our search feature to support more flexible and comprehensive data inquiries. We updated the Identity History timeline to include images of past products purchased for simpler search and identification. Additionally, we enhanced the search feature to support attribute values to deep-dives within Identify.

We heard you—so we gave our onboarding process a boost too.

Since the beginning, Lexer’s goal has been to transform data to fuel one-to-one, human interactions—and we bring that human focus to our client engagements as well. We’ve worked hard to solicit feedback from our clients and evolve the product to meet their needs.

That’s why a key focus over the past year has been improving our onboarding performance. At the start of the year, our onboarding process could take many months per client. After honing our onboarding approach, our current speed-to-onboarding is less than five weeks per client.

What will 2020 look like for the Lexer platform?

This year, Lexer’s primary goal is to help retailers do more with their data. By this time next year, we envision ourselves as the #1 CDP for retail customer analytics—with quick onboarding timelines and our core offering expanded to help retailers engage customers in-store and develop profitable, long-term customer relationships.

Our solutions team spends their days within the CDP performing analysis and pulling reports for our customers—but by the end of 2020, we hope to revamp Lexer’s usability, allowing our users to generate these reports in platform whenever they choose. We plan to make improvements to the ease of use, release pre-built dashboards for retail analytics, and add new measurements such as the change of segments and attributes over time.

The biggest product release of 2020? Clienteling. Our new CDP-powered solution will empower retailers to offer enhanced in-store experiences and relevant engagements across every channel.

If you’re interested in learning more about our recent product updates or the releases we have in store, please contact a member of the Lexer team today. We’d love to chat about how we can help you solve your data challenges and drive results.

Contact us or book a demo to learn more.

Speak with our retail experts

See how Lexer can help you know your customer and grow your business.
Book a demo
Elizabeth Burnam
Content Marketing Specialist
Elizabeth Burnam is a content marketer and a poet at heart. She has a degree in Professional Writing and experience developing high-impact marketing assets for a broad range of industries.Outside of work, she enjoys reading, painting, people-watching, and exploring the natural wonders of Vermont.