Brand and interest enrichment
Knowing your customers' brand affinities and interests can help your organization develop nurturing and marketing strategies based on who your customers are. Customer Insights - Data brand and interest enrichment capabilities help you to enrich your data by displaying different brands and interests for your customers based on their demographics.
Customer Insights - Data brand and interest enrichment uses online search data from Microsoft Graph to enrich your customer data with brand and interest affinities. These affinities are determined based on data from people with similar demographics based on their age, gender, and location. Online search volume for a brand or interest determines how much affinity a demographic segment has to a brand or interest compared to other segments. You can learn more about how the scores are calculated in the Affinity score and confidence documentation.
When you access the Discover tab, notice that the brand and interest enrichment options are listed separately. Though they're configured separately, the process to configure them is the same. Based on how your organization works and the brand or interest details that you're looking for, you can select one of two options that are available to you:
Choose an industry - The system identifies the top brands or interests that are relevant to your industry and then enriches your customer data with them.
Choose your own - Select up to five items from the list of brands or interests that are most relevant to your organization.
Note
Available brands are based on the country and/or region that is defined in the application. Currently, you can set the Country/Region field to United States, United Kingdom, Germany, France, Canada (English), or Australia.
Next, you'll need to define your enrichment preferences. This is where you'll identify the affinity level you want to include and what you want the match precision to be.
After you've identified how to enrich the data based on industry or brands, you'll need to map the fields that contain demographic information in your customer profile to the demographics that are used by Microsoft Graph.
There are three key items needed for mapping demographic data:
Date of Birth - Date field that contains the date of birth.
Gender - Field contains the gender of the customer (Male, Female, Unknown).
Important
You must map at least one of the two above mentioned demographic attributes.
- Location - Field that contains the country or region of the customer.
Location includes four other fields that can be mapped to assist in getting demographic information.
Country/Region - Field that contains the Country. (Required)
Postal code - Field that contains the postal code.
City - Field that contains the city name in English.
State/Province - Field that provides the two-letter abbreviation for the US and Canada.
Important
You must map Country/Region. Additionally, you must map at least one of City (and State/Province) or Postal code.
After running the enrichment process, go to My enrichments to review the total number of enriched customers and a breakdown of brands or interests in the enriched customer profiles.
Enhanced addresses
Many times, addresses in your organizations data can be unstructured, incomplete, or incorrect. Use Microsoft's models to normalize and enrich your addresses into the Common Data Model format for better accuracy and insights. The model goes through a two-step process to enhance an address. First, it parses the address to identify its components and puts them into a structured format. Then, we use AI to correct, complete, and standardize the values in the address.
For example: Input 4567 w main stret californa missouri 54321 us
Output
Street 1: 4567 W Main St
City: California
State/Province: MO
Zip/PostalCode: 54321
Country/Region: United States of America
Address: 4567 W Main St, California, MO, 54321, United States of America
We currently support enriching addresses in these countries or regions:
Australia
Canada
United Kingdom
United States
Addresses must contain a country/region value. We don't process addresses for countries or regions that aren't supported and addresses that have no country or region provided.
Enhanced addresses only works with the values that already exist in your ingested address data. The model doesn't:
Verify if the address is a valid address.
Verify if any of the values, such as ZIP codes or street names, are valid.
Change values it doesn't recognize.
The model uses machine learning-based techniques to enhance addresses. While we apply for a high confidence threshold when the model changes an input value, as with any machine learning-based model, 100 percent accuracy isn't guaranteed. When you select to use enhanced addresses, you'll need to specify the entity that contains the addresses you want to enrich. If you select the Customer entity, you'll enrich address in all your customer profiles or you can select a segment entity to enrich address only in customer profiles contained in that segment.
You'll also need to specify how your addresses are formatted in your data set. You have two options to choose from.
Single-attribute address: Used in scenarios where your addresses in your data use a single field.
Multiple-attribute address: Used in scenarios where your addresses in your data use more than one data field.
View enrichment data on the customer card
After your brand and interests have been configured and run for the first time to collect the data, they'll become affinities that can also be viewed on individual customer cards. Go to Customers and then select a customer profile. The customer card contains charts for the brands or interests that people in that customer's demographic profile have an affinity for.
For more information, see Brand and Interest affinities.