Create a true single customer view across every channel

Lexer's identity resolution engine connects fragmented data into unified customer profiles using deterministic and probabilistic matching.

• Link records using email, phone number, name, address, device IDs, loyalty numbers, and customer IDs across all systems
• Identify the same customer across mobile, tablet, desktop, and in-store interactions, even when they use different contact information
• Connect records with exact identifier matches (same email, phone) for 100% confidence when data quality is high
• As new data arrives, Lexer automatically merges it into existing customer profiles or creates new ones instantly

Retail and hospitality create unique identity challenges. Lexer handles them intelligently.

• Distinguish between individuals in same household shopping separately vs. one person using multiple emails or devices
• Track anonymous website visitors and match them to known profiles when they eventually provide contact information or purchase
• Identify when purchases are gifts (different shipping address) vs. personal purchases to avoid mispersonalization in follow-up campaigns
• Connect POS transactions to ecommerce profiles even when customers don't provide email in-store, using phone, name, card details

Identity resolution is the foundation.Once profiles are unified, every other Lexer capability becomes more accurate and actionable.

• Accurate segmentation: Build audiences knowing you're targeting complete customer profiles, not fragmented records that undercount value or create duplicate outreach
• True lifetime value calculation: Calculate LTV across all channels and touchpoints—online + in-store + mobile—instead of siloed channel-specific metrics that miss the full picture‍
• Omnichannel attribution: Understand how online ads influence in-store purchases and vice versa by connecting customer behavior across every touchpoint accurately