The next important section that we are going to talk about in data management is about data enrichment.
So what does data enrichment data enrichment as the name sees it does enriching of all data.
Meaning you have raw data in the system.
Right.
So how do you enlist your data.
How do you collect your data.
How do you enhance your data.
So does the concept of data enrichment like a concept of the scenario you are entering information customer
information into your system.
So basically what do you do.
You just dump in all the customer data in a raw form in the system.
Right.
So what do you have in your system.
It is just our data lake order data swam right it is full of raw information.
But how do you actually make use of it.
Because data is only meaningful when you can make use of that data so data enrichment does that process
which makes this a large data more useful more meaningful and how do we make it useful.
How do we make most out of that raw data.
You have to make the raw data more meaningful by having it up to date.
You have to connect with some third party and then make this data up to date so that the resulting in
which two data it is a richer more detail which enables companies to easily personalize their messaging
because you know now that they know more about their customers.
Now we may have a question in our mind.
So which data is to be enhanced.
Right.
So every form of data and enrichment is valid but that depends on your business goals.
So what's important is identifying the kind of data that your business needs so that you can collect
or acquire respective information and form and basically do data enrichment and also when I talk about
this one thing is coming to the mind to a little you are using other data sources or some third party
sources flawed are doing used for enriching your data.
One thing that you have to keep in mind is that there should be some common factor that links the two
data sets together because you are basically trying to connect with the different data sources and you
are trying to update your data.
And in this process definitely there should be some common field or some common factor that links both
the data sources like for example a formal custom was you can use a first name last name or mailing
address.
Even an email address can be used.
That can be used as an identifier to match and much of these two datasets are the data sources.
Otherwise they don't even if you have the two data sources.
If you do not have a common factor then we will not be able to interest the data because you know there
is nothing assets to show that the two data sets refer to the same customer.
All right.
So when you are doing this data enrichment that there should always be a common factor that you can
use for connecting the two data sources and the other important thing that you need to know then data
enrichment is that this process is ongoing the process of data enrichment is ongoing.
It is not there due to data enrichment ones and then leave it off.
No not at all.
You have to keep enriching your data so that you are not any old school.
Say for example you have the customer data all right and no matter how detailed it is it is basically
a snapshot at that particular time period income levels may rise or income levels may fall the marital
status may change are the type of card may change the physical address can change even the names may
change right after all.
Change is only permanent thing right.
So the data enrichment process it is basically an ongoing process.
You have to keep enhancing your data every now and then so that you are up to date with your customer
information.
Otherwise if you do not perform data enrichment on a regular basis what happens you end up having outdated
information in your system and what happens when you have outdated information you cleared up basically
that information could lead to customers receiving some irrelevant offers because your data is six months
out of date your data is one year out of date.
So keeping all this information abated is very essential for businesses so that you can be up to date
with customer information and you are very functioning data enrichment process is basically a key for
any business keeping data up to date in shows that the company can more accurately target customers
whether it is like a geographically based or demographically based a far richer targeting law for next
best off.
So you can reach out to them.
Correct customers and more accurate targeting basically leads to better experiences which inevitably
creates more data and ensure that you can continue to work with the most up to date customer data possible.
So data enrichment in all ways it is beneficial for your businesses and that you should maintain that
as an ongoing process so that you always have the updated information in your system.
So when you talk about this data enrichment let's also talk about some of the tools that we can use
in Salesforce for enriching our data.
First is a data icon next to third party apps and the third is social accounts context on leads.
So these are some of the most common tools that we use in real time for data enrichment.
Let's go on one by one.
The first is our data dot com.
So they don't not call is a built natively inside sales force so that you can enrich your data even
without leaving your CRM and the here in data dot com.
We have a tool efficient products.
One is data not complete.
The other is data outcome prospector and they are for different purposes.
They come that are different licenses and all those information about data are converted discussed in
detail in our upcoming videos.
The second option is third party apps there are a number of third party apps that are available in app
exchange that you can use for your data enrichment purpose and some of the apps we'll discuss in the
upcoming video.
The third option is about using social icons context and leads.
This option is about them linking your accounts context or leads with their Twitter or YouTube profiles.
And by doing so by linking them with the social network profiles you can basically enrich your data
by using the information from the social networks.
So that is about the third option that is social accounts context and leads.
And really this because about all these up options in our upcoming videos.