Use enrichment services

4 minutes

Brand and interest enrichment is provided by using Microsoft Graph, and it can be added 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.

Customer Insights - Data provides you with the ability to use integrations with different partner services to provide additional enrichment options that are based on demographic, location, and company details. For organizations that are leveraging Customer Insights - Data for individual consumers (B-to-C), you have the following options available:

Demographics - Provided by Experian
Location - Provided by HERE Technologies
Identity - Provided by LiveRamp Abilitec

Important

To use partner services, you are required to have subscriptions and licensing.

Location: HERE Technologies

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

To use HERE Technologies enrichments, you'll 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'll 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 selected primary and/or secondary for, the Street 1 and Zip/Postal Code fields are required. To receive a higher match accuracy, define more fields.

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 (Experian needs to be contacted directly for setup) and administrator permissions in Audience. Additionally, you'll need to have the User ID, Party ID, and Model Number for your SSH-enabled Secure Transport (ST) account that Experian has created for you.

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

For more information, see Enrich with Experian.

Identity data: 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. You can then use these IDs for better unification of your customer data.

To configure LiveRamp, you'll need administrator permissions in your Audience Insights environment. You'll also need an active LiveRamp license and an active Abilitec subscription with a client ID and secret to access the API. You can learn more about obtaining the necessary prerequisites here:

Email dynamics@liveramp.com for more information.
Abilitec API Developer Hub

Company data: Leadspace

Leadspace is a data science company that provides a B2B Customer Data Platform. It enables customers, who have unified customer profiles for companies, to enrich their data. Enrichments include additional attributes like company size, location, industry, and more.

To configure Leadspace, you'll need administrator permissions in your Audience Insights environment, and you'll need to have an active Leadspace license and the perpetual key (referred to as Leadspace token). Contact Leadspace directly for details about their product.

During configuration, you'll need to establish a connection to LiveRamp. When creating a connection, you'll need to specify which customer data set you want to enrich with identity data from LiveRamp. Once you have defined the data set you want to enrich, you'll need to map the data that will be used for matching with LiveRamps Abilitec ID graph.

For more information, see Enrich with LiveRamp.

View enrichment results

Regardless of the enrichment service that you configured, the enrichment process must be run before enriched data will appear. Processes can be run manually from the command bar or as part of a scheduled refresh. Processing time can vary based on the size of your customer data and the API response times from HERE Technologies. After the enrichment process completes, you'll be able to work with the data under My enrichments.

Now that you have learned about the available data enrichment options, you can explore how Customer Insights - Data can make predictions on your data.

Throughout this unit we examined the options available for enriching individual customers. Customer Insights - Data includes the ability to leverage enrichment services for vendors specific to business customers as well.

You can learn more about those enrichment options here: