Enrich

What it does

Records become less useful when information is missing, outdated or incomplete. Enrich adds missing details and updates existing information through automated, intelligent rules, helping turn partial records into a fuller view.

Use cases

Businesses can enrich customer and prospect records in a CRM, drawing on internal and external structured or unstructured sources. Open datasets about companies, demographics, finance, geography, weather and logistics can add context to customer profiles and other business information.

Benefits

More complete records can help teams identify additional prospects, build richer customer profiles for marketing and sales, and make analysis more informative. Better-quality data can also reduce avoidable errors and the need to acquire information that the business can obtain from other sources.

How it works

Enrichment combines prioritized sources while keeping the origin of each data point traceable. Teams can start with the sources that matter most, repeat or extend the process as needs change, and use open datasets alongside information they already hold. Machine-learning methods can also derive additional information from existing data. Linked-data methods help preserve the meaning and provenance of fields so the resulting knowledge can be reviewed and reused.