The 25% rule: How Lexer helps retailers find their best customers

Retailers are drowning in data and starving for insight.

In this episode of the Add to Cart Podcast, Lexer CEO and Co-founder David Chinn shares how leading brands turn messy, fragmented data into clear, actionable growth. From fixing marketplace duplicates to using AI for smarter segmentation, David breaks down what it takes to find, keep, and grow your best customers.

Highlights

• Why first-party data is reshaping the ecommerce landscape
• How to clean up duplicate records from marketplaces like TikTok Shop
• The 25% Rule: focus on your top customers to drive impactful results
• Zero-party data that customers actually want to share
• Turning insight into real-time action with AI
• Where to focus in 2025 for data-driven retail

Episode guide

• CDP vs CRM: key differences
• The challenge of a single customer view
• Data duplication and marketplace complexities
• Insights hiding in your customer data
• Accurate matching for clean, trusted profiles
• Making first-party data work across the stack
• Product insight and customer behaviour
• Understanding and forecasting demand
• Zero-party data for stronger engagement
• Gifting, gender inference, and targeting
• Data regulations and privacy
• The role of AI in customer data management
• The future of reporting
• Practical RFM segmentation strategies

Why it matters

Lexer was built on a simple idea: every brand can be customer-obsessed, and it starts with unlocking their customer data. David explains how to unify systems, remove duplicates, and activate intelligence so teams can see who buys, why they return, and where churn begins.

Listen to the episode:

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