Artificial Intelligence
Data Enrichment
Plain English
Adding more useful information to glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term.
Definition
glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term enrichment is the glossaryProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term of enhancing existing data by adding additional information or glossaryContextContext is the set of surrounding conditions that shape how someone behaves and decides, including their goal, their environment, their time pressure, and what happened immediately before. The same action can mean different things in different contexts.Open glossary term.
In practice
Used to improve customer profiles, product glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term, or analytics glossaryInsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term.
In context
It is worth doing only where the added field changes a decision. Enriched records that nobody segments or filters on are cost without return.
The reality
Enrichment can introduce noise or inaccuracies if sources are unreliable.
Compared with
Data Enrichment vs Data Quality
Enrichment adds information you did not have. Quality work fixes information you did. Enriching poor glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term multiplies the problem. You now have more fields built on an unreliable base.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is data enrichment?
It is adding additional information to existing glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term.
Why is data enrichment important?
It improves glossaryInsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term and glossaryDecision MakingDecision making is the process of selecting the best course of action from available options based on information, goals, and constraints.Open glossary term.
What data is enriched?
Customer, product, and glossaryBehavioural DataBehavioural data records what users actually did within a product, captured through analytics, event tracking, and usage patterns. It is unaffected by memory or self-presentation, and it never explains motive.Open glossary term.
What is the risk?
Adding inaccurate or irrelevant glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term.
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