Frequently Asked Questions: Data Enrichment
Common questions about Fullpath's Data Enrichment feature — powered by Equifax — and how it affects Audience Builder, identity resolution, compliance, and data retention.
Audience Builder & Filters
Will the new data points gathered by Data Enrichment also add new filters into the Audience Builder?
Yes. Audience Builder adds a "Shopper Enrichment Data" filter section. Filters are grouped into Contact Type Enriched (phone or email enrichment) and Shopper Type (Verified or Enriched shoppers).
Legal & Compliance
Is it legal to text or email a customer as "the dealership" if the customer did not provide their information directly to the dealership?
Equifax-provided data is legally sourced and individuals have consented to third-party sharing. In the U.S., email is permitted if a working unsubscribe is provided and opt-outs are honored. SMS requires prior express consent tied to the specific phone number; therefore enrichment does not constitute SMS opt-in and we do not automatically begin engaging with SMS using enriched data.
Does Data Enrichment deanonymize website visitors?
No. It does not turn anonymous cookie/session data into identified individuals. Enrichment only enhances records after a visitor is identified in the system and operates within privacy and consent constraints (e.g., GDPR, CCPA).
Data Quality & Identity Resolution
How will this enriched data improve identity merges?
More accurate and up-to-date emails and phone numbers improve matching and contact resolution, increasing successful merges and reducing reliance on outdated contact details.
If a purchased list is often culled for ineligible shoppers, should the number of ineligible shoppers decrease with enrichment?
Yes, enrichment typically reduces ineligible records by improving contact and eligibility attributes, though results depend on the original list quality and source.
What is the difference between Data Hygiene and Data Enrichment?
Data Hygiene cleans and maintains first-party data quality. Data Enrichment enhances first-party data by adding attributes from external, trusted third-party sources.
Data Storage & Portability
Does any of the enriched data get pushed back to the CRM/DMS, or does it only live within Fullpath?
While resolved and enriched data lives primarily inside the Fullpath CDP, and is not automatically pushed back to CRM/DMS systems, our Audience Builder feature will allow you to build an audience based on enriched records in the CDP — and from there, the Dynamic Audience may be exported as a CSV and uploaded into external systems.
Service & Retention
From a retention standpoint, why keep Data Enrichment active rather than run it once and cancel?
Data changes continuously (people move, change emails/phones, new leads arrive). Ongoing enrichment maintains activation rates and match quality. The service is turnkey and can be disabled if needed, but continuous use preserves data accuracy over time.
How frequently is the third-party source file (Equifax) updated?
Updates are currently performed quarterly, with plans to move to monthly updates.
If a customer cancels, is all enriched data removed from their account history?
Historical actions (for example, emails already sent) cannot be undone. Enriched attributes will be removed from shopper profiles and will no longer be available going forward.
Scoring Models
How do we calculate Financial Durability Score or Auto In Market (AIM) Propensity Score?
Fullpath leverages third-party data from Equifax to provide these scores. While we have normalized the numbers (instead of a scale of 0–1000, we have contracted the scale to range from 0–10), we have not manipulated the score itself or any factors upon which it is based; Fullpath uses the data passed to us directly from Equifax and defines these metrics as follows:
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.
AIM (Auto In Market) 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.