Data: 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 third-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 chip labeled Live from [date] 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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Note: If the account went live within the last 48 hours, a banner reading "Data Enrichment In Progress! We're powering up your CDP and enriching your shoppers' data to improve lead quality, boost engagement, and maximize ROI. Thanks for your patience — full insights will be ready within 48 hours!" appears above the dashboard sections. This is expected — full metrics populate once the initial enrichment pass completes.

 

2. 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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3. 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 measures 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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Manage Enriched Data

From the Shopper page, users can manage the enriched data available for use and activation inside the CDP. Some dealers prefer to leverage all available data for activation, while others prefer to enable only enriched phone numbers, or enriched emails, or enriched vehicle details, etc.

 

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Learn more about how to manage enriched data here.

 

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.

 

Requirement: 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, plus one of:
  2. Email, or
  3. Phone, or
  4. Street Address

 

Data Enrichment Dashboard

1. Key Metrics

  • Matched Shoppers: Shoppers that were verified and/or enriched by the Fullpath Enrichment Engine.
  • Enabled Shoppers: 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, broken into four categories:

  • Email: Verified and Enriched counts for email addresses.
  • Phone: Verified and Enriched counts for phone numbers.
  • Address: Verified and Enriched counts for mailing addresses.
  • Vehicles: Verified and Enriched counts for owned vehicle records.

 

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3. Audience Activation – Engaged Shoppers Performance

Performance metrics for shoppers engaged via Audience Activation emails, broken into two rows:

  • Matched Shoppers: Engagement metrics for shoppers matched by the Fullpath Enrichment Engine.
  • Enabled Shoppers: Engagement metrics specifically for shoppers who became contactable as a result of enrichment.

 

 

Note: For eligible accounts, a link reading "View Data Enrichment Ad Performance under Digital Advertising" also appears beneath this section, linking directly to the relevant Digital Advertising performance view.

 

4. Enrichment Financial Scoring

  • Powered by Fullpath's third-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 and will open the individual Shopper page to view the 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 the 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 the email channel is enabled.

 

Important to Note

In the event that a Dealer disables and removes Data Enrichment from their account: all green indications of Data Enrichment throughout the Dashboard — including but not limited to filters, suggested audiences, and 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 shown but greyed out
  • AA will no longer send email based on Enriched Data.