Enrich data
Organizations can benefit from enriching their customer data in multiple ways. Organizations can identify customer affinities based on people who look like them demographically (such as age, gender, and location). For example, in countries or regions that receive snow, brands and interests that are related to ice fishing, snowmobiling, and skiing are more likely to be popular. However, customers who live near large bodies of water might have brand affinities to specific manufacturers, personal watercraft, or water sports. By having that information available, organizations can more effectively create marketing promotions and drive sales activities based on interests.
The previous example represents only one type of enrichment that is possible in Customer Insights - Data.
Customer Insights - Data provides multiple enrichment options that use Microsoft and partner-offered services:
There are two types of enrichment supported in Customer Insights - Data:
Data Source Enrichment: Allows you to enrich data from the data source before data unification. This helps produce higher data completeness and quality that can help achieve better results once you unify your data. For example, using a normalized and standardized format for addresses increases the quality of the match results.
Unified Profile Enrichment: Allows you to enrich data once the unified profile has been created. There are several additional enrichment options available when you enrich from the Unified Profile.
Data Source enrichment
Currently, the following enrichments are available for data sources:
Enhanced addresses - Enriches your customer profile data by correcting, supplementing, and standardizing the formatting of your customer address data.
Identify provided by LiveRamp AbiliTec - Provides deterministic offline identity resolution and consolidation of customer data.
You can enrich a data source by navigating to data sources, selecting the data source you want to enrich, and choosing Enrich.
Unified data enrichment
Once your unified customer profile is created, you can leverage enrichments on the profile data. The following enrichments are available for the Unified Profile:
Brands and Interests provided by Microsoft - Enriches your customer profile data with brand affinities and interests from people in a similar demographic to your customers.
Enhanced addresses - Enriches your customer profile data by correcting, supplementing, and standardizing the formatting of your customer address data.
Demographics provided by Experian - Enriches your data by including demographic information from Experian such as household size, income, and more.
Custom data - Provided through Secure File Transfer Protocol (SFTP). Enables you to import data that doesn't have to go through the process of data unification.
Azure Maps provided by Microsoft - Provides location-centric data and services to deliver experiences based on geospatial data with built-in location intelligence.
Location provided by HERE Technologies - Enriches your customer data to include location information such as addresses, latitude, longitude, and more.
Identify provided by LiveRamp AbiliTec - Provides deterministic offline identity resolution and consolidation of customer data.
You can enable and configure the data enrichment option by selecting My enrichments under the Data area for the application. On the Discover tab, you can configure the previously mentioned enrichments.
Important
Because the demographics, location, and company data enrichments rely on external services, you need to ensure that you have valid licensing for the service that you want to use in addition to Customer Insights - Data licensing.
After you've configured an enrichment, you can view and manage it from the My enrichments tab, where you can complete the following actions:
View enrichment details with the number of enriched customer profiles.
Edit the enrichment configuration.
Run the enrichment to update customer profiles with the latest data.
Deactivate an existing enrichment to stop it from refreshing automatically with every scheduled refresh. Data from the last successful refresh will continue to be available.
Delete an enrichment.
You can run or deactivate multiple enrichments at once by selecting them in the list. View and edit options aren't available as bulk actions, and they only work for one enrichment at a time.
Now that you've learned how to get to and work with enrichments, your next task is to examine the process for configuring some of the different available options.