What Is Data Enrichment?

What pops into your head when I say the wordsdata hygiene?

您是否想象着用肥皂海绵清洁硬盘驱动器？不？也许就是我……尽管那可能会造成的弊大于利。

无论如何，数据卫生是维持强大数据库的奇特命名但重要的部分。没有accurate您获得的信息法律上about真实的consumers, your data is meaningless.

Consider an email list. While it may sound impressive to hear that someone has 5,000 email subscribers, what would you think if that person told you their list was comprised of purchased emails and that their bounce rate consistently hovered around 30%?

如果我听说这一点，我会立即意识到这5,000封电子邮件只是虚荣心指标。该人名单的真实价值（参与，转换潜力等）可能要低得多。

While it may not involve a literal sponge, data hygiene all about keeping your data (particularlyyour CRM data) clean, accurate, and up-to-date — and数据丰富is an important part of the process.

数据丰富是改善的过程的准确性和可靠性your raw lead and customer data by adding new and supplemental information and by verifying the information against third-party sources.

数据丰富（也称为数据附加）可确保您的数据准确，彻底代表您的受众。

As salespeople, we can all agree on the significance of accurate data — it allows us to better understand our customers’ wants and needs, improve our customer experience, and个性化我们的销售efforts to meet our leads and customers wherever they are.

Basically, data is the lifeblood of our jobs — so much so that72% of organizations相信数据质量问题会影响客户的信任和感知。

And to help improve both trust and perception, you can also use enriched data to创建有针对性的个性化客户体验。Here’s some notable research that proves the importance of those shows us that customers appreciate personalized customer experiences:

91% of consumers喜欢从提供相关优惠和建议的品牌购物。
80％的消费者喜欢从提供个性化体验的品牌那里购买。
72% of consumers喜欢与个性化的消息传递。

准确，丰富的数据是creating targeted, personalized customer experiences— and the lack thereof can turn customers away.

In fact,72% of organizations相信数据质量问题会影响客户的信任和感知。

TL;DR: Data enrichment makes your and your customers’ lives better. But how does it work?

通常，数据丰富是从内部来源证实第一方原始数据（思考：电子邮件列表，Web表单等）的过程：

Disparate data from other internal sources (e.g. yourmarketingor service departments), or
Third-party, external data from a data enrichment service

我们将在下面讨论其中一些数据服务。但是首先，在数据卫生保护下，您可能还听过该术语data cleansing。Let’s unpack that next.

Data Cleansing vs. Data Enrichment

While data enrichment is mostly aboutaddingsupplemental data that helps strengthen yourCRM, data cleansing is the process of去除不准确，无关紧要或过时的数据。

Both are important components of keeping a healthy, vibrant database, butdata cleansing通常，首先发生的是为通过数据丰富提供的更新的补充信息腾出空间。

While it’s encouraging and impressive to grow your database and email list, your data itself doesn’t hold much value if it isn’t useful for growing your business.

Is your data representative of interested customers? Do your subscribers actively engage with your emails or other communications? Is your means of acquiring your data still relevant (i.e. if you ran a contest or released a gated offer, are those assets still relevant to your business and representative of your products or services)?

If you answered mostly no to these questions, it’s time for a cleaning! (Picture your dentist reading that sentence.)

Here’s a real-life “cleaning” scenario: Let’s say you’re giving a speech at a conference. Your session gets 1,000 sign-ups (woo-hoo!), but when you step on stage, you notice nearly two-thirds of your attendees are looking at their phones, reading other materials, or even asleep!

Not only would that be super discouraging and distracting, but at that point, you’d probably rather them leave so you can focus on those engaged listeners in the first few rows — the folks who are much more likely to ask questions and even hire or purchase from you.

你也是如此CRM data, including demographic, geographic, and psychographic information.您的CRM的目标不是收集尽可能多的信息；这是收集最能代表您的潜在客户和客户的最高质量数据。

您什么时候应该投资数据清理？好吧，例如，如果您的电子邮件列表正在增长，但是您的参与率正在下降，那么您知道是时候清理数据了。您使用的其他信息与潜在客户和客户联系在一起也是如此。

密切关注您的参与率（打开，点击等等），而您的总订阅者会告诉您数据库的健康状况。

Outside of monitoring your data performance, data cleansing should take place at least every six months or so. Over50％的组织花更多的时间来清理数据比使用它。鉴于the value of accurate data (and the cost of using inaccurate or outdated data), this isn’t too surprising.

Data Enrichment Tools

我们定义了数据丰富和数据清理，并讨论何时投资这些过程。现在，让我们谈谈how。根据数据库的大小，您可能会因手动梳理数百或数千个数据点的前景而关闭。

We don’t blame you. So, we compiled this helpful list of data enrichment tools to help you clean andmanage your data。Take a look.

Hubspot CRM

您的数据很重要，您保留数据也很重要。客户关系管理（CRM）工具是对您组织至关重要的事情的理想住所 -免费的HubSpot CRM。

HubSpot CRM提供有用的联系管理工具，例如自定义属性，任务和活动以及用于收集数据的Web表单。它还提供了一套特定于销售的工具 - 实时聊天，电子邮件调度和跟踪，集中式仪表板等。

The HubSpot CRM not only celebrates data collection and enrichment, but it enables your team to invest in these processes asone— not as disparate teams or siloed sales reps.

Customer Data Platform (CDP)

A CDP aggregates and organizes your customer data from all the disparate sources in your organization. If your customer data is used by a variety of software, systems, and teams, a CDP may be a good investment. CDPs collect and structure real-time data into individual, centralized customer profiles, and they help your company avoid using siloed (and likely inaccurate) data.

cdp和crm在串联工作:他们都收集铜stomer data and provide value to your organization, but that’s where the similarities stop. Where a CDP autonomously creates unified customer profiles with data gathered across a variety of online and offline channels, a CRM only tracks a customer’s intentional interactions with a company via manual entry. (Unless, of course, you use theHubspot CRM，它会通过用户的HubSpot时间轴自动跟踪联系人。）

数据丰富服务

Once you’ve 1) established a database for your data collection and entry and 2) linked up all of your internal data sources, it may be time to examine using a third-party data service.

Thankfully there are several data enrichment services against which you can corroborate and spruce up your data. Here are a few to consider.

最初出版于12月16日，2020年12月7:30：00 AM，2020年12月16日更新

What Is Data Enrichment?