Data enrichment; you’ve likely come across this term in one of our previous blogs, but we haven’t yet gone into detail about it. So, what exactly is data enrichment? What are the benefits, and how can you apply it effectively and successfully? In this blog, you’ll find everything you need to know about data enrichment.
What is Data Enrichment?
As the name suggests, data enrichment is “enriching your database with data.” More concretely, it refers to verifying, adjusting, and adding information to your customer database. For example, adding a customer’s birthday to their profile, adding a last name to their first name, or checking if a residential address is correct with an email address. Data enrichment is part of a larger data hygiene process, which is the ongoing practice of ensuring that your data is accurate, reliable, and up-to-date.
What are the benefits of Data Enrichment?
The more accurate information you have about your customers, the better you can respond to their needs as a brand or business. For instance, you need to know someone’s birthday before you can send them a thoughtful birthday email with a discount code. And if you don’t have their address, you can’t send them a local offer. Without the correct first name, you can’t address your customer by their name in an email. In other words, the main advantage of data enrichment is that it enables you to create a targeted and personalized customer experience. On the other hand, impersonal mass marketing – which can quickly feel like spam – tends to push customers away these days.
Examples of Data Enrichment
To give you a better understanding of what data enrichment is and how it can be useful in your marketing strategy, here are several examples.
‘Rich’ Onboarding
You likely don’t want new customers to fill out a long list of information while they’re at the checkout. Instead, you can ask them to provide only their email address and then send them a newsletter asking them to complete their details. Alternatively, you can fill in the details at checkout and have the customer verify them through a data enrichment form. This makes the process easier for the customer.
Getting to Know Customers Better
In addition to factual data, it’s also useful to learn more about what your customers like. Ask your customers about their favorite brands, categories, departments, or style preferences. Set up a data enrichment form that’s easy and quick to complete, and send it out via an automated newsletter. This allows you to personalize future communication with these customers. In addition to personal information, you’ll gain insight into how many customers are interested in specific departments in your store. Perhaps it’s time to focus more on the sports section of your store?
Birthdate
A birthdate is not the most crucial piece of data to collect when creating a new customer profile. However, sending a customer a birthday mailing is an easy and personal way to increase attention and revenue as a retailer. Plus, it immediately provides insight into the average age of your customer base. Enrich the number of birthdates in your customer database by sending a bulk campaign to customers for whom you don’t have a birthdate. You can also set up an automatic newsletter for new customers who sign up without providing a birthdate.
Email Preferences
It can be effective to send different types of newsletters, such as sales, inspiration, loyalty, or new collection updates. If a customer unsubscribes from a newsletter, ask them to update their preferences first. There’s a chance that the customer will still want to receive your loyalty newsletter but not the commercial ones. This way, the customer is not immediately unsubscribed but stays engaged for specific topics.
Rewarding customers for participating in Data Enrichment
It’s always a good idea to assume that customers will want to fill out as little information as possible. To motivate them, offer a reward when they complete their details. This can be easily done with Event Based Rewarding by linking an event to this activity. For example, if the customer completes their data, they receive a €10 discount on their next purchase or extra reward points added to their account. Offering a reward for completing data enrichment increases the likelihood that customers will take the time to do so.
Tools for applying Data Enrichment
While some Email Service Providers (ESPs) offer the ability to include an enrichment form in your newsletter, where the data is stored in the ESP’s system, it’s far more valuable to enrich your data through the TritonX Data Enrichment form, which stores all the collected data directly in your TritonX profile. This can be done with the Data Enrichment Module. With this tool, you can create a data enrichment form directly from TritonX. The form is placed on a hidden page of your webshop, and via a newsletter, you can reach customers and direct them to the enrichment form through a call-to-action. Once the customer fills out the form, the data is instantly uploaded into TritonX and added to their profile. This way, you’ll have all transactions, customer data, and enriched data consolidated in your Customer Data Platform (CDP), allowing you to set up segmented marketing strategies based on this data.
If you’d like to get started with data enrichment and are curious about the Data Enrichment module, don’t hesitate to reach out to us. We’d be happy to help! Contact support@tritonx.cloud for more information.
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