← Glossary
Data enrichment
Data enrichment is adding missing details, such as UEN, industry, headcount, emails and phone numbers, to records you already have by matching them against a reference database.
Enrichment fills the gaps in a CRM export, an event attendee list or a spreadsheet of target accounts. The quality depends mostly on how records are matched:
- By UEN, which is exact.
- By website domain, which is reliable for companies with a website.
- By company name, which needs careful normalisation, because the same company can be written many ways.
A good enrichment service shows you how many rows matched, and how confidently, before you pay.
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