Use enrichment services

  • 5 minutes

You can provide brand and interest enrichment by using Microsoft Graph, and you can add it to any Customer Insights - Data instance. Your organization might find that, to better understand and target customers, deeper enrichment is required. For example, you might want to identify higher income families or customers who are in specific neighborhoods or districts.

With Customer Insights – Data, you can use integrations with different partner services to provide extra enrichment options that are based on demographic, location, and company details. The following options are available:

  • Demographics - Provided by Experian
  • Location - Provided by HERE Technologies
  • Identity - Provided by LiveRamp AbiliTec
  • Location – From Azure Maps data

Important

To use partner services, you must have subscriptions and licensing.

Location: HERE Technologies

HERE Technologies provides location-centric data and services. With the data enrichment services that HERE Technologies provides, you can build a more precise location understanding of your customers with address normalization, latitude and longitude extraction, and more.

Screenshot of location-centric data and services provided by HERE Technologies.

To use HERE Technologies enrichments, you need to have an active HERE Technologies subscription, a HERE Technologies API key, and administrator permissions in your Customer Insights - Data environment.

When you configure the solution, you need to decide if you want to map fields to the primary and/or secondary address. You can specify a field mapping for both addresses (for example, a home and a business address) and enrich the profiles for both addresses separately. For each address that you select primary and/or secondary for, the Street 1 and ZIP/Postal Code fields are required. To receive a higher match accuracy, you need to define more fields.

Screenshot of Map data.

For more information, see Enrich with HERE Technologies.

Demographics: Experian

Experian is a global leader in consumer and business credit reporting and marketing services. With Experian's data enrichment services, you can build a deeper understanding of your customers by enriching your customer profiles with demographic data, such as household size, income, and more.

To configure Experian, you must have an active Experian subscription (you need to contact Experian directly for setup) and administrator permissions in Audience. Additionally, you need to have the User ID, Party ID, and Model Number for the SSH-activated Secure Transport (ST) account that Experian has created for you.

Screenshot of Demographics provided by Experian.

To ensure that the Experian service can enrich the data correctly, you need to select your key identifiers from name and address, email address, or phone number to send to Experian for identity resolution. Sending more key identifier attributes would likely result in a higher match rate.

Screenshot of Review field mapping.

For more information, see Enrich customer profiles with demographics from Experian.

AbiliTec Identity: LiveRamp

LiveRamp provides deterministic offline identity resolution and consolidation of customer data. You can map personal identifiers in your customer data to the AbiliTec identity graph and receive AbiliTec IDs. Then, you can use these IDs for better unification of your customer data.

Screenshot of AbiliTec Identity provided by LiveRamp.

To configure LiveRamp, you need administrator permissions in your Audience Insights environment. You also need an active LiveRamp license and an active AbiliTec subscription with a client ID and secret to access the API. For more information about obtaining the necessary prerequisites, select the following links:

Location: Azure Maps

Microsoft Azure Maps provides location-centric data and services to deliver experiences based on geospatial data with built-in location intelligence. Azure Maps data enrichment services improve the precision of location information about your customers. It brings capabilities, such as address normalization and latitude and longitude extraction, to Dynamics 365 Customer Insights - Data.

To use Azure Maps enrichment, you need an active Azure Maps subscription, and you need to set up an Azure Maps connection in Customer Insights - Data. When creating an Azure Maps connection, you also need to provide the following information:

  • Display name – This name is the connection name that you want displayed in the user interface (UI).
  • Microsoft Azure Maps Subscription key - This value is your Microsoft Azure Maps subscription key.

Screenshot of Set up Azure Maps connection.

After you set up the connection, you can configure the Azure Maps enrichment.

Screenshot of Location provided by Microsoft Azure Maps.

When setting up the enrichment, you need to select the Customer dataset and then choose the profile or segment that you want to enrich with data from Microsoft. If you select the Customer table, you enrich all your customer profiles. If you select a segment, you only enrich customer profiles in that segment.

Next, you need to specify which type of fields from your unified profiles to use for matching: the primary and/or secondary address. You can specify a field mapping for both addresses and enrich the profiles for both addresses separately, such as a home address and a business address. Then, map your fields to the location data from Azure Maps. The Street 1 and ZIP/Postal Code fields are required for the selected primary and/or secondary address. For higher match accuracy, you should add more fields.

Screenshot of Create Azure Maps location enrichment (Preview).

The last step in the process is to adjust items under Advanced Settings. This step provides you with maximum flexibility to handle advanced use cases. However, a few settings typically don't need to change:

  • Type of addresses - Best address match returns even if it's incomplete. To get only complete addresses, such as addresses that include the house number, clear all checkboxes except Point Addresses.
  • Language - Addresses return in the language based on the address region. To apply a standardized address language, select the language from the dropdown menu. For example, selecting English returns Copenhagen, Denmark instead of København, Danmark.
  • Maximum number of results - Number of results for each address.

For more information about enriching location data with Azure Maps, see Enrich customer profiles with location data from Azure Maps.

View enrichment results

Regardless of the enrichment service that you configure, you must run the enrichment process before enriched data appears. You can run processes manually from the command bar or as part of a scheduled refresh. Processing time can vary depending on the size of your customer data and the API response times from HERE Technologies. After the enrichment process completes, you can work with the data under the My enrichments area.