Lexer’s powerful Customer Data Platform unifies fragmented data into enriched customer profiles using advanced analytics to improve decision making, customer service and marketing effectiveness.

The agreement allows Lexer to implement Gooroo ColourGrid™ segments within its platform, and market and sell Gooroo ColourGrid™ segments to its blue-chip portfolio of clients across Australia and the United States.

The commercial model will incorporate an upfront cost to build insights plus an ongoing volume-based fee for the enrichment of the client’s customer data on Lexer’s platform with a unique Gooroo ColourGrid™ segment.

This agreement marks the first time Gooroo Marketing Solutions has been applied to a Customer Data Platform.

Gooroo’s ColourGrid™ segments will deliver deeper insights, more targeted advertising, allowing for increased advertiser return on marketing spend through conversions and sales.

Lexer VP client success, Krisy Malik (featured image) said: “This partnership represents a fantastic opportunity for Lexer to drive even greater value to clients through enhanced customer analytics and improved segmentation and targeting.”

Gooroo GM, Andrew Aitken said: “This unique collaboration enables customer data enrichment using Gooroo’s ColourGrid IP at scale.

“Enriching unified customer data with mindset and then being able activate media buying all in one platform will enable marketers to build deeper connections with their customers.”

Gooroo CEO, Greg Muller said: “Our objective is to collaborate with and embed ourselves in international platforms that are leaders in their field.

“Lexer understands that data without meaning is less effective.

“This partnership provides Lexer with the opportunity to now offer new capability to its current and prospective customers, further differentiating their platform in market.”

He added: “Importantly, this deal also signifies that our strategy is on track, our capability is unique and we’re progressively building the foundations of a highly-scalable business model and revenue stream that we will soon start to realise the commercial benefits.”