Data Enrichment
Augmenting a record you already have (like an email) with additional attributes purchased or inferred from other sources.
Full definition
Data enrichment (or "data append") takes a sparse record, say, an email address or a name and zip code, and fattens it with extra fields: phone number, home address, age, estimated income, household members, interests, and more. Brokers and marketing platforms sell enrichment as an API or batch service. Enrichment is how a single data point you hand over (an email at checkout) becomes a full profile, and why minimizing what you share matters even when it seems harmless.
Go deeper
How brokers build profiles →Related terms
Identity Resolution
The process of stitching together disparate records and identifiers to determine they all refer to the same person.
Data Broker
A company that collects personal information about consumers and sells, licenses, or shares that information with third parties.
Profiling
Automated processing of personal data to evaluate, analyse, or predict characteristics of a person.
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