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CRM enrichment

CRM enrichment starts from an advertiser's own first-party data, the customer records it already holds, and adds what a partner knows about those customers. A retailer might contribute purchase behavior, for example, or a publisher content engagement, building a fuller picture of the customer base. Inside a data clean room, the advertiser and the partner collaborate around their data to do this.

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How it works

The advertiser provisions its CRM data and the partner provisions the data used for enrichment. In a Decentriq data clean room, matching runs inside a confidential computing environment, and only results that the data owners have approved can leave. The enriched view is built on the customers who appear in both datasets, so the match rate sets how much of the customer base the enrichment covers. See how clean rooms and customer data platforms work together.

Frequently asked questions

How is this different from enrichment inside a customer data platform?

A customer data platform unifies data from an organization's own touchpoints, such as CRM records and web events, into a single customer view. Adding another organization's data takes a secure environment for cross-party matching, which is what the clean room provides. The two work alongside each other.

What does an advertiser need to run CRM enrichment?

A customer file with an identifier that the partner's data also contains, such as a hashed email address, and a partner willing to provision the data used for enrichment.

What does the enrichment come back as?

Only approved, aggregated insights and audience identifiers leave the clean room, so enrichment typically arrives as enriched segments or insight reports.

What happens to customers who don't appear in the partner's data?

They aren't enriched. The match rate shows what share of the customer file the partner's data covered, which tells the organization how far the findings reach.

View Other Audience Insights use-cases

Audience insights

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Shopper insights

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