Semantic data enrichment may be possible now through AI, but Google’s patent on this technology still includes the participation of human agents to ensure the quality of data enhancements. As mentioned in a previous article, data enrichment is best performed by human agents. It produces more accurate and meaningful results in data processing than data enhancements that solely rely on artificially intelligent technology.
Data enrichment, however, consists of different types of enhancement procedures. Identifying and understanding these types will help companies plan their data enrichment strategies efficiently.
Demographic Data Enrichment
This kind of enhancement involves mining of new demographic information from various sources. Examples of demographic information include:
- marital status (and therefore, married women’s surnames for countries that follow such tradition)
- income level (in case the person has changed jobs or has been promoted since the last database update)
- home address (in case the person has moved to another city or state)
Personal data aren’t the only information that companies want. Marketers will want to know which of the names in the list have good credit ratings. This helps them refine their ad targeting campaigns. Other extra info that marketers may demand from data enrichment providers include emails and social media profiles of their consumer base, their job title and the industry they work in, and places they may have visited (which is useful to travel-related marketing campaigns).
Geographic Data Enrichment
This type of enrichment goes beyond correcting or adding new addresses. It requires data entry workers to find specific information, such as zip codes or latitudes and longitudes. The information has to be contextual, such as the number of married women with kids living within 20 miles from one’s place of business. This helps retailers create refined marketing campaigns directed at a local consumer base. They can also use such information to decide where their next store location will be.
Real-Time Data Enrichment
CRMs with their automated workflows and integrated forms are popular for a reason. They make real-time data enrichment possible. It’s easier to collect new data from your consumers and update your database a few seconds after. All your data entry workers have to do now is to follow through with data quality assessment and lead scoring procedures. You can immediately send targeted emails to your desired audience and deliver ads that will have a higher chance of converting marketing leads into sales.
Batch Data Enrichment
This undertaking may be scheduled as a one-time batch update of the database or regular batch updates (weekly, monthly or yearly). Because the update is not urgently needed, it doesn’t happen in real time, which requires the use of intelligent tech to improve speed and accuracy when adding new information. That’s why batch updates cost less and may be done by a team of data entry workers.
Whatever data enrichment project you undertake, the need for human agents will never become obsolete. Your team has to scour through large data sets, clean up the data as efficiently as they can, and make sure the data is prepared well. This is essential for data processing to produce accurate and meaningful results for you and your consumers.