{"id":8499,"date":"2024-08-20T19:22:42","date_gmt":"2024-08-20T19:22:42","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-to-choose-a-data-enrichment-solution\/"},"modified":"2024-08-20T19:22:42","modified_gmt":"2024-08-20T19:22:42","slug":"how-to-choose-a-data-enrichment-solution","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/how-to-choose-a-data-enrichment-solution\/","title":{"rendered":"How to choose a data enrichment solution"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>The focus of most B2B companies is developing products and services customers need. Selling them requires detailed customer information. It falls on marketing to get that data, usually via event registrations, website forms and the like. Sometimes that isn\u2019t enough, which is why data enrichment providers exist.\u00a0<\/p>\n<p>The types of data they can provide include job titles, department, location, seniority, email addresses, phone numbers, companies to target, financial statements, sales figures, customer information, market research data and much more.\u00a0<\/p>\n<p>While that is alluring, how do you know if you need it? And, how do you know which vendor to go with? Here\u2019s our guide to finding the right data enrichment provider<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-how-to-tell-if-you-need-data-enrichment\">How to tell if you need data enrichment<\/h2>\n<p>\u201cWhat we hear is, \u2018Our marketing campaign is all top of funnel,\u2019\u201d said Sneh Kakileti, VP of Product Management for data provider ZoomInfo. \u201c\u2018Our marketing campaigns are inefficient. We are spending more than we believe we should be getting because we\u2019re not converting at the rates that we would like to.\u201d<\/p>\n<p>Here are situations that can be helped by enrichment:<\/p>\n<ul>\n<li><strong>Inaccurate or incomplete data<\/strong>: If your company is having problems because of inaccurate or incomplete customer data, data enrichment can fill in the gaps and improve data quality.<\/li>\n<li><strong>Difficulty in personalization<\/strong>: If you\u2019re struggling to personalize customer interactions, data enrichment can add additional context and attributes to customer profiles.<\/li>\n<li><strong>Low customer retention<\/strong>: This may mean you don\u2019t know enough about customer preferences and behaviors to create targeted retention strategies.<\/li>\n<li><strong>Inefficient targeting<\/strong>: Poor audience targeting is frequently the cause of failed sales and marketing campaigns. Data enrichment can provide insights into customer habits and demographics.<\/li>\n<li><strong>Missed upsell opportunities<\/strong>: Do you have all the data you need for a comprehensive view of customer behavior?<\/li>\n<li><strong>Fragmented data sources<\/strong>: Using multiple, unlinked data sources can result in records that are incomplete and\/or have different information for the same customers. Integrating and supplementing that data can solve that.\u00a0<\/li>\n<li><strong>Regulatory compliance:<\/strong> Better data management and enrichment processes can make it easier to ensure data accuracy and comply with privacy laws like GDPR.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-how-to-tell-if-your-marketing-team-has-the-data-it-needs\">How to tell if your marketing team has the data it needs<\/h2>\n<p>Start by looking at your use cases. What don\u2019t you have? Audit your data for inaccuracies, duplicates and missing information. Define the specific attributes you need to fill these gaps. Then, look for providers that have a strong reputation for data accuracy and coverage in your industry or target geography. Consider conducting demos or trial periods with potential vendors to test the quality, accuracy, and relevance of the data they provide.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-how-easy-is-it-to-use-the-data\">How easy is it to use the data?<\/h2>\n<p>Test out the vendor\u2019s data to see if it seamlessly integrates into your existing systems.\u00a0<\/p>\n<p>If it doesn\u2019t, be sure the problem isn\u2019t on your end.\u00a0<\/p>\n<p>\u201cMany of the bigger marketing stacks have \u2018fixed schemas,\u2019 which force the business to adopt a proprietary format for collection,\u201d said Ted Sfikas, Field CTO at data analysis provider Amplitude. \u201cThis results in multiple process steps to be taken in order to fuel the tool that is enriching the data.\u201d<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/b2b-marketers-say-improving-data-quality-is-top-priority\/\" target=\"_blank\">B2B marketers say improving\u00a0data quality\u00a0is top priority<\/a><\/em><\/strong><\/p>\n<p>For example, a <a rel=\"nofollow\" href=\"https:\/\/martech.org\/topic\/customer-data-platform-cdp\/\">CDP<\/a> that mandates a fixed schema will require a business to buy that CDP\u2019s facilitating data collection technologies. That means companies aren\u2019t able to pick the best vendor, with the best price\/functionality needs for their value proposition. Platforms like Snowflake, Databricks, Azure and AWS will keep the schema open, providing customers with more flexibility.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-does-it-offer-identity-management\">Does it offer identity management?<\/h2>\n<p>Identity management systems help ensure that customer data is accurate and consistent by consolidating records and eliminating duplicates. They make sure that the right information is added to the right record.<\/p>\n<p>\u201cVendors like Snowflake, Databricks and AWS are very good with this,\u201d said Sfikas. \u201cAWS offers a product called Entity Resolution, which uses enterprise-grade Identity Graphs that can link two datasets together on a wide variety of criteria. Snowflake and Databricks also offer <a rel=\"nofollow\" href=\"https:\/\/martech.org\/topic\/identity-resolution\/\">Identity Resolution<\/a> which is quite popular.\u201d\u00a0<\/p>\n<p>So, be sure the data enrichment solution you choose provides identity management. The single customer view is not possible without strong identity management, and so any data enrichment techniques will not be effective without this.\u00a0\u00a0\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-data-security-issues-to-be-aware-of\">Data security issues to be aware of<\/h2>\n<p>One of the most significant pitfalls is not thoroughly assessing the vendor\u2019s data security protocols. Sharing critical data with a third-party vendor can pose risks if they do not have robust security measures in place to prevent data breaches and protect sensitive information.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/6-marketing-automation-use-cases-where-ai-can-help-with-data-quality\/\" target=\"_blank\">6 marketing automation use cases where AI can help with\u00a0data quality<\/a><\/em><\/strong><\/p>\n<p>Some tools require their platform have a copy of your data. This allows it to process data rapidly and as a result, do things that other tools can\u2019t. However, \u201cthere are many scenarios in which you absolutely do NOT want the tool you pick for data enrichment to have its own [copy of your] database,\u201d said Sfikas.<\/p>\n<ul>\n<li>You don\u2019t want to pay twice for the same data:\u00a0 Why should I pay for the same data I have in my warehouse twice?\u00a0 Why can\u2019t the CDP simply query my warehouse to get the information it needs?<\/li>\n<li>You want rock-solid security: If the same data lives in five different databases, there are five different places it can be breached.<\/li>\n<li>Because it makes many processes more efficient and more cost-effective: If the data is in your warehouse, then it makes your processes faster and more efficient.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-data-enrichment-isn-t-one-and-done\">Data enrichment isn\u2019t one-and-done<\/h2>\n<p>For data enrichment to pay off, you have to do more than add new information to what you already have. You need to have a strategy for improving and maintaining data quality.\u00a0\u00a0<\/p>\n<p>\u201cThe most successful customers are the ones that understand that a data strategy is not one-and-done,\u201d said ZoomInfo\u2019s Kakileti. \u201cQuality is never a three-month project that we go clean up data quality. It\u2019s a cultural shift, and there are operational people, products and processes put in place to maintain, data quality, integrity, privacy on an ongoing basis.\u201d<\/p>\n<p>Without that, you\u2019re just waiting for the data problems to get big enough to force going through this entire process again.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/how-to-choose-a-data-enrichment-solution\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>The focus of most B2B companies is developing products and services customers need. Selling them requires detailed customer information. It falls on marketing to get that data, usually via event registrations, website forms and the like. Sometimes that isn\u2019t enough, which is why data enrichment providers exist.\u00a0 The types of data they can provide include [&hellip;]<\/p>","protected":false},"author":3,"featured_media":8500,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8499","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to choose a data enrichment solution - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/how-to-choose-a-data-enrichment-solution\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to choose a data enrichment solution\" \/>\n<meta property=\"og:description\" content=\"The focus of most B2B companies is developing products and services customers need. 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