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") adds fields to a record, such as a phone number, address, age, estimated income, household attributes, or interests, using information purchased, licensed, or inferred from other sources. Brokers and marketing platforms may offer enrichment as an API or batch service. The added fields may be probabilistic or outdated and can increase the detail of a profile, which is one reason data minimization matters.
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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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