{"id":572,"date":"2022-03-13T09:50:00","date_gmt":"2022-03-13T09:50:00","guid":{"rendered":"https:\/\/lix-it.com\/blog\/?p=572"},"modified":"2022-03-14T10:10:33","modified_gmt":"2022-03-14T10:10:33","slug":"data-enrichment-what-it-is-and-how-to-use-it","status":"publish","type":"post","link":"https:\/\/lix-it.com\/blog\/data-enrichment-what-it-is-and-how-to-use-it\/","title":{"rendered":"Data Enrichment: What it is, and how to use it"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>&nbsp;\n<p>Back in 2006, British mathematician <a href=\"https:\/\/en.wikipedia.org\/wiki\/Clive_Humby\">Clive Humby<\/a> coined the (now ubiquitous) phrase, \u201cData is the new oil\u201d. At the time it raised some eyebrows, now of course we know that Humby was right. Companies that know how to capture, refine and utilise data properly are on track for all the wealth and status afforded to those oil rush pioneers of the 1800s; but the parallel runs deeper than simply fame and fortune:<\/p><\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<p>Data, much like oil, is worth far less in its raw state. It too needs to be refined and enriched to reach its true value.<br><br>With industries companies increasingly data-driven, knowing how and why to enrich that data is then paramount to success. If you, your company and your team are already putting data to work, it\u2019s time to learn about data enrichment.<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<p><a href=\"#definition\">Definition<\/a><\/p>\n\n\n\n<p><a href=\"#example\">Example<\/a><\/p>\n\n\n\n<p><a href=\"#data-sources\">Data Sources<\/a><\/p>\n\n\n\n<ul><li><a href=\"#equifax\">Equifax<\/a><\/li><\/ul>\n\n\n\n<ul><li> <a href=\"#people-data\">People Data Labs<\/a><\/li><\/ul>\n\n\n\n<ul><li><a href=\"#411\">411<\/a><\/li><\/ul>\n\n\n\n<ul><li> <a href=\"#linkedin\">LinkedIn<\/a><\/li><\/ul>\n\n\n<p>&nbsp;<\/p>\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"884\" height=\"478\" src=\"https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/04\/5214es.jpeg\" alt=\"\" class=\"wp-image-574\" srcset=\"https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/04\/5214es.jpeg 884w, https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/04\/5214es-300x162.jpeg 300w, https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/04\/5214es-768x415.jpeg 768w\" sizes=\"(max-width: 884px) 100vw, 884px\" \/><\/figure>\n\n\n\n<p><em>It doesn\u2019t work like this<\/em><\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<p><\/p>\n\n\n\n<h2 id=\"definition\">So, what is data enrichment?<\/h2>\n\n\n<p>&nbsp;<\/p>\n\n\n<p>Data enrichment is, as the name suggests, is the process of enriching existing data with additional (typically external) data in an effort to support and improve upon what is there. Although the base definition remains the same, data enrichment will of course mean different things to different people depending on their job role, industry and desired outcomes.<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<p>For a salesperson, it might mean bolstering the customer information in their pipeline with external data to craft a more complete customer profile; providing them with a better understanding of their potential clients in order to pitch them correctly and close those all-important deals. &nbsp;<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<p>Similarly, for someone in marketing, enriching their CRM data for example will allow them to better identify, segment and market to their chosen audiences. This is especially useful for those in database marketing roles, for obvious reasons!<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<p>A study by the <a href=\"https:\/\/get.lix-it.com\/retrace\/clkn\/https\/www.ons.gov.uk\/economy\/nationalaccounts\/uksectoraccounts\/compendium\/economicreview\/april2019\/analysisofjobchangersandstayers#:~:text=On%20average%2C%20around%209%25%20of,in%20both%202017%20and%202018.\">ONS<\/a> showed that 27% of the workforce switch jobs every 3 years, meaning every 3 years more than a quarter of your CRM data becomes inaccurate. Using ReTrace allows you to not only do you enrich the data you have, but also unearth potential leads \u2013 because every time a contact changes jobs, they take the relationship you have built with them.<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<p><br>At LIX we work predominantly with LinkedIn data, but where else can you find b2b data?<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"512\" src=\"https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/04\/linkedin-statistics-1024x512-1.png\" alt=\"\" class=\"wp-image-575\" srcset=\"https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/04\/linkedin-statistics-1024x512-1.png 1024w, https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/04\/linkedin-statistics-1024x512-1-300x150.png 300w, https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/04\/linkedin-statistics-1024x512-1-768x384.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><em>Source: <\/em><a href=\"https:\/\/kinsta.com\/blog\/linkedin-statistics\/\"><em>Kinsta LinkedIn statistics<\/em><\/a><\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<h2 id=\"data-sources\">Data Sources &amp; Providers<\/h2>\n\n\n<p>&nbsp;<\/p>\n\n\n<p>We\u2019ve established that in order to enrich your data, you will need external data to enrich it with. There are a huge range of sources for data, from free directories to paid providers. For data scientists and researchers there are tons of free, public data sets out there. Two of the biggest sources for those are <a href=\"https:\/\/www.google.com\/publicdata\/directory\">Google Public Data<\/a> and AWS\u2019 <a href=\"https:\/\/registry.opendata.aws\/\">Registry of Open Data<\/a>.<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<p>If you\u2019re looking for b2b data to improve sales and\/or marketing however, this free public data probably isn\u2019t for you. If you\u2019re looking for information on businesses and people in business, you will more often than not have to pay for that information. With that in mind, let\u2019s run through some popular sources of b2b data.<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<h3 id=\"equifax\">Equifax<\/h3>\n\n\n<p>&nbsp;<\/p>\n\n\n<p>This might surprise a few of you, but a leading source of b2b data is the credit reporting agency <a href=\"https:\/\/www.equifax.co.uk\/business\/en_gb\/\">Equifax<\/a>. The data available leans towards the financial (understandably), but there are plenty of ways to utilise it.<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<p>According to their website they can help you to:<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<ul><li>Segment your customer base using a wide selection of personal attributes<\/li><\/ul>\n\n\n<p>&nbsp;<\/p>\n\n\n<ul><li>Build up a valuable, in-depth view of the risks and opportunities for your business<\/li><\/ul>\n\n\n\n<ul><li>Monitor individuals and businesses for changes, gradual or sudden, that affect their value as customers \u2013 such as credit limit changes, CCJs and trends in their financial health<\/li><\/ul>\n\n\n\n<ul><li>Accurately analyse the profitability, purchasing profile, buying behaviour and other predictive characteristics of your existing customers and target marketplace<\/li><\/ul>\n\n\n\n<ul><li>Determine how best to apply your findings to your marketing, lending, collections and other business strategies, to support your corporate objectives<\/li><\/ul>\n\n\n\n<ul><li>Add value for customers with personalized services based on their credit score and financial circumstances<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<h3 id=\"people-data\">People Data Labs<\/h3>\n\n\n<p>&nbsp;<\/p>\n\n\n<p><a href=\"https:\/\/www.peopledatalabs.com\/\">People Data Labs<\/a> refer to themselves as <em>The Single Source of Truth for People Data\u2019<\/em> a bold claim \u2013 but they may just live up to it.<\/p>\n\n\n\n<p>Their database includes \u201cthe resum\u00e9, contact, social, and demographic information for over 2.5 billion unique individuals, delivered to you at the scale you need it.\u201d<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<p>They even offer a free <a href=\"https:\/\/www.peopledatalabs.com\/company-dataset\">Company<\/a> or <a href=\"https:\/\/www.peopledatalabs.com\/related-title-dataset\">Job Title dataset<\/a> too. So, if you want to test them out that\u2019s probably the best place to start!<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<h3 id=\"411\">411<\/h3>\n\n\n<p>&nbsp;<\/p>\n\n\n<p><a href=\"https:\/\/www.411.com\/\">411<\/a>, a Whitepages company, has been around in some form or another since way back in 1997. Essentially an online extension of the phone book, 411 primarily carries data about individuals and businesses in the US \u2013 if you\u2019re looking for someone outside of North America, you may need to look elsewhere.<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<p><br>Their main offerings are:<\/p>\n\n\n\n<ul><li>People Search<\/li><li>Phone Search<\/li><li>Address Search (including reverse address search)<\/li><li>Business Search<\/li><li>Background Checks<br><\/li><\/ul>\n\n\n<p>&nbsp;<\/p>\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"800\" height=\"598\" src=\"https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/04\/white-pages-1.jpeg\" alt=\"\" class=\"wp-image-577\" srcset=\"https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/04\/white-pages-1.jpeg 800w, https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/04\/white-pages-1-300x224.jpeg 300w, https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/04\/white-pages-1-768x574.jpeg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>Does anyone in Gen Z know what one of these is?<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<h3 id=\"linkedin\">LinkedIn<\/h3>\n\n\n<p>&nbsp;<\/p>\n\n\n<p>As you probably already know, <a href=\"https:\/\/www.linkedin.com\/\">LinkedIn<\/a> is the world\u2019s #1 professional social platform. What you may not know, is that there are almost 800m users on LinkedIn with over 33m businesses. It\u2019s the single largest network of businesses and business professionals\u2026 ever!<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<p>What\u2019s particularly great about LinkedIn, is that it\u2019s UGG \u2013 User Generated Content. It\u2019s in the best interest of businesses and individuals alike to keep their profiles (and therefore, data) up to date. Changed job? You will update your own profile. New hire? LinkedIn will add them to your organisation when they change their \u2018current role\u2019 data.<\/p>\n\n\n<p>&nbsp;<\/p>\n\n\n<p>The issue of course is that LinkedIn don\u2019t sell the data on their platform, but that data is public \u2013 so unless you want to copy data by hand, what you need is a <a href=\"https:\/\/www.lix-it.com\/\">LinkedIn data extractor<\/a>, like LIX. Export up to 10,000 lines of data every single day with no risk to your LinkedIn account (<a href=\"https:\/\/lix-it.com\/register\">give it a try<\/a>!).<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>We have more guides, tips and tricks for LinkedIn <a href=\"https:\/\/lix-it.com\/blog\/articles\/\">here<\/a><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" width=\"600\" height=\"600\" src=\"https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/08\/blog-card-1.png\" alt=\"\" class=\"wp-image-756 size-full\" srcset=\"https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/08\/blog-card-1.png 600w, https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/08\/blog-card-1-300x300.png 300w, https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/08\/blog-card-1-150x150.png 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p id=\"block-09c3d6b8-39e0-4c87-a64e-fc1fae3e3b07\"><strong><br>Try Lix &amp; get 50 free leads!<\/strong><\/p>\n\n\n\n<p id=\"block-294b027e-9805-4597-9ebc-6be76d0cc7ad\">Supercharge your pipeline with monthly, free, targeted leads. <a href=\"https:\/\/lix-it.com\/\">Click here to get started.<\/a><\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p class=\"qua-blog-post-description\"><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Data enrichment is a term we&#8217;re hearing a lot recently, but what does it mean? This blog explains what data enrichment is and how to use it.<\/p>\n","protected":false},"author":3,"featured_media":579,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[24],"tags":[42,40,43,39,17],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Data Enrichment: What it is, and how to use it - Lix Blog<\/title>\n<meta name=\"description\" content=\"Data enrichment is a term we&#039;re hearing a lot recently, but what does it mean? This blog explains what data enrichment is and how to use it.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lix-it.com\/blog\/data-enrichment-what-it-is-and-how-to-use-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data Enrichment: What it is, and how to use it - Lix Blog\" \/>\n<meta property=\"og:description\" content=\"Data enrichment is a term we&#039;re hearing a lot recently, but what does it mean? This blog explains what data enrichment is and how to use it.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/lix-it.com\/blog\/data-enrichment-what-it-is-and-how-to-use-it\/\" \/>\n<meta property=\"og:site_name\" content=\"Lix Blog\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-13T09:50:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-03-14T10:10:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/lix-it.com\/blog\/wp-content\/uploads\/2021\/04\/enrichment-cover.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Alfie Lambert\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@AlfieLix\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alfie Lambert\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/lix-it.com\/blog\/data-enrichment-what-it-is-and-how-to-use-it\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/lix-it.com\/blog\/data-enrichment-what-it-is-and-how-to-use-it\/\"},\"author\":{\"name\":\"Alfie Lambert\",\"@id\":\"https:\/\/lix-it.com\/blog\/#\/schema\/person\/b2375fe7dfcd61daff8c3d85ca3be832\"},\"headline\":\"Data Enrichment: What it is, and how to use it\",\"datePublished\":\"2022-03-13T09:50:00+00:00\",\"dateModified\":\"2022-03-14T10:10:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/lix-it.com\/blog\/data-enrichment-what-it-is-and-how-to-use-it\/\"},\"wordCount\":1051,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/lix-it.com\/blog\/#organization\"},\"keywords\":[\"big data\",\"data\",\"data cleansing\",\"data enrichment\",\"Guides\"],\"articleSection\":[\"Guides\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/lix-it.com\/blog\/data-enrichment-what-it-is-and-how-to-use-it\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/lix-it.com\/blog\/data-enrichment-what-it-is-and-how-to-use-it\/\",\"url\":\"https:\/\/lix-it.com\/blog\/data-enrichment-what-it-is-and-how-to-use-it\/\",\"name\":\"Data Enrichment: What it is, and how to use it - Lix Blog\",\"isPartOf\":{\"@id\":\"https:\/\/lix-it.com\/blog\/#website\"},\"datePublished\":\"2022-03-13T09:50:00+00:00\",\"dateModified\":\"2022-03-14T10:10:33+00:00\",\"description\":\"Data enrichment is a term we're hearing a lot recently, but what does it mean? 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