A typical data warehouse is filled with all of the data your business generates: Order history, user interaction events, an updated snapshot of the data in your app database, all of your ETLed SaaS data… The list goes on.
This is often called "first-party data” (i.e. data that only you know about).
But there's a lot of other “third-party data” (i.e. datasets collected by other service providers like Clearbit and Apollo) out in the wild that can be invaluable for building a single source of truth in the warehouse – especially when it comes to lookalike models.
Lookalike modeling creates a target audience by identifying individuals who have similar characteristics to a known set of your existing customers or prospects. That way, you can develop a marketing campaign (including ads, content, and events) that reach folks just like your best customers.
And using data enrichment, you can gather third-party demographic data, behavior patterns, and other relevant information to gain a more comprehensive understanding of your target audience and create more accurate lookalike models.
Enrichments are configured on Entities at Census, so every entity has a Data Enrichment tab that allows configuring enrichment.
The data within the entity will act as the source data that is passed to the enrichment service, and Census will automatically store the results in the warehouse as well as add the data you specify to the entities.
Before you start, you'll need to create a service connection to your enrichment service. You can add these in the Connections tab. You'll see a Data Enrichment tag indicating a service can be used for enrichment.
With enrichment services enabled, you'll see the option to turn on enrichment on your entities. Enabling enrichment requires three pieces of configuration:
Once your enrichment is configured, Census will start querying your enrichment service and populating results.
Now, you can immediately use this unified customer data to:
Want to dive deeper? For a step-by-step demo, check out this video: