CDP: Data Enrichment

Chaya David
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Overview

Data Enrichment is a turnkey Fullpath CDP solution that continuously validates, cleanses, and enriches first‑party shopper records using 3rd party powered shopper data. Enrichment improves contactability and targeting for engagement campaigns by verifying existing contact details and adding new contact points when available.

 
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Scope

This article explains the Data Enrichment feature in the Fullpath CDP Dashboard. It covers eligibility, where to find the feature, how it appears across the CDP, definitions for key terms and metrics, step‑by‑step access instructions, troubleshooting tips, and items requiring follow‑up if additional enablement details are needed.

 
 

Technical eligibility

  • Required: CDP Pro
  • Required: Audience Activation
  • Access: Any user with permission to access the CDP will have access to Data Enrichment.
 

 

Notes about roles and permissions

  • Data Enrichment respects CDP access permissions. If a user cannot view Data Enrichment, confirm they have CDP access.
  • Admins or account owners should manage CDP permissions through your normal user administration process; contact your internal admin or Customer Success if changes are required.
 
 

Navigation


Location in the CDP dashboard:

 

 
 

Data Enrichment in the Dashboard


Data Enrichment is visible in several places in the CDP:

 
  1. Dedicated Data Enrichment Dashboard
    • Accessible via the Data tab or the overview URL above.
    • The dashboard contains five report sections (details below).

    • A green timestamp labeled Live Since at the top of the page indicates when enrichment went live for the account. All dashboard data is aggregated from that date forward.


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  1. Enrichment Filters in the Audience Builder
    • In the Audience Builder, open the filter panel and locate the section header: “Shopper Enrichment Data”.
    • Filters are grouped into:
      • Contact Type Enriched: filters for phone or email enrichment
      • Shopper Type: filters for Verified or Enriched shoppers
      • Matched Leads and Matched Sales: Leads / sales linked to shoppers whose contact fields were verified or enriched by the Fullpath Enrichment Engine
    • Use these filters to build audiences that include or exclude shoppers based on enrichment status and enriched contact types.

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  1. Shopper profile indicators
     
    • Enriched Shopper Tag: A visible tag on the shopper profile indicating the record was enriched.
    • Timeline timestamp: A timeline event that notes when the shopper’s data was enriched.
    • Identity Resolution tab: Lists additional shopper data added or verified during enrichment. This tab shows which data points were Verified versus Enriched (new data added).
    • Financial Durability Score: The Financial Durability model provides an indicator of financial resilience by analyzing the intersection of multiple financial capacity measure such as affluence, estimated total household income, spending power, and aggregated credit, highest score is 10.
    • AIM Propensity Score: The AIM Score is a non-FCRA (Fair Credit Reporting Act) model that identifies and predicts households likely to be in-market for purchasing or leasing a vehicle within the next 90 days by leveraging multiple economic capacity measures such as aggregated credit, estimated income, financial durability, and demographic data. Highest score is 10.
 

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Definitions

  1. Matched: Shopper records from a dealership’s first‑party data that matched to an Equifax record. Matched records are subdivided:
    • Verified: Contact details or vehicle ownership in Fullpath were validated against Equifax (existing contact info confirmed).
    • Enriched: New contact details (phone, email) or vehicle details (previously owned, currently owns) were added to the Fullpath shopper entity from Equifax.
      • Enabled (subcategory of Enriched): Shoppers that had no contact details before enrichment but are now contactable thanks to Data Enrichment .
  2. Unmatched: Shopper records that did not match any Equifax records.

 

In order for Fullpath Shopper Data and Data Enrichment to be considered "matched" the data  must include at least two fields:

1. First Name AND Last Name +

2. Email or

3. Phone or 

4. Street Address

 

 

Data Enrichment Dashboard

  1. Key metrics
    • Shoppers Matched: Shoppers that were verified and/or enriched by the Fullpath Enrichment Engine
    • Shoppers Enabled:  Shoppers who initially lacked an eligible email but were enriched with a new one to enable outreach
    • Matched Shopper Leads: Leads linked to shoppers whose contact fields were verified or enriched by the Fullpath Enrichment Engine

    • Matched Shopper Sales: Sales linked to shoppers whose contact fields were verified or enriched by the Fullpath Enrichment Engine
       

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  2. Enriched Shopper Data
    • Counts and breakdown of Verified (validated) and Enriched (new) customer data fields provided by Fullpath Data Enrichment.


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  3. Audience Activation - Matched Shoppers Performance
    • Performance metrics for matched shoppers engaged via Audience Activation emails.
    • Note: SMS activation is not currently supported in this view (coming soon).


       
  4. Enrichment Financial Scoring
  • Shows powered by Fullpath 3rd party data vendor (Equifax) Learn more about Equifax financial scoring here.
  • Auto in Market (AIM) Propensity Score: Predicting a shopper's likelihood to buy or lease a vehicle soon.
    • features suggested audiences leveraging this score / data with deep links into the Audience Builder
  • Financial Durability Score: Financial resilience indicator based on spending, credit use, and income.
    • features suggested audiences leveraging this score / data with deep links into the Audience Builder



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    Tip: each bar of the histogram may be hovered over and clicked on to see a precise count of how many Shoppers are distributed across each score from 1 to 10. Clicking on the blue arrow will take you to a pre-populated audience inclusive of Shoppers with that score.
     


 

5.  Top Fullpath Enrichment Stories

  • Example shopper stories highlighting Enabled Active Shoppers, Matched Shopper Leads, and Matched Shopper Sales — exemplar cases where enrichment positively impacted engagement or conversion.
  • The Shopper names are clickable, will open up individual Shopper page to view full timeline and Shopper details

 
 

Troubleshooting

  • I don’t see the Data Enrichment dashboard or filters:
    • Verify the account has CDP Pro and Audience Activation enabled.
    • Confirm your user has CDP access permissions; contact your admin or Customer Success for permission changes.
       
  • Dashboard shows zero matched shoppers:
    • Confirm Data Enrichment is live for the account (check Live Since timestamp).
    • Verify first‑party data ingestion is functioning and that shopper records include sufficient identity signals for matching (e.g., name, partial address).
    • If the account recently went live, allow time for matching to complete and aggregate metrics to populate.
       
  • Enriched contact not showing on Shopper profile:
    • Confirm the Identity Resolution tab for that shopper; if not present, the record may be unmatched.
    • Check if the enrichment was marked Verified (existing contact) versus Enriched (new contact). If a new contact was added, confirm write permissions or sync settings for contact data.
       
  • Enriched shoppers not appearing in audience sends:
    • Ensure audience filters include the correct Shopper Enrichment Data criteria.
    • Confirm Audience Activation sends are targeting the saved audience and that email channel is enabled (SMS channel for enrichment is not yet supported).

 

 

 

Important to Note

In the event that a Dealer disables and remove Data Enrichment from their account: all green indications of Data Enrichment throughout the Dashboard including but not limited to: Filters, Suggested Audiences, Shopper profile indications including associated enrichment scores - will be removed.

However, some data will remain, including:

  • Timeline events

    • Match events remain

    • AA events remain

  • Shopper page

    • Identity Resolution - The identity record is showed but greyed out

  • AA will no longer send email based on Enriched Data