Brand and interest enrichment

Knowing your customers' brand affinities and interests can help your organization develop nurturing and marketing strategies based on who your customers are. Customer Insights - Data brand and interest enrichment capabilities help you enrich your data by displaying different brands and interests for your customers based on their demographics.

Customer Insights - Data brand and interest enrichment uses online search data from Microsoft Graph to enrich your customer data with brand and interest affinities. The system determines these affinities based on data from people with similar demographics regarding their age, gender, and location. Online search volume for a brand or interest determines how much affinity that a demographic segment has for a brand or interest compared to other segments. For more information about how the scores are calculated, see the Affinity score and confidence documentation.

The Discover tab lists the brand and interest enrichment options separately. Though you configure them separately, the process is the same. Depending on how your organization works and the brand or interest details that you're looking for, you can select one of two options that are available to you:

• Choose an industry - The system identifies the top brands or interests that are relevant to your industry and then enriches your customer data with them.
• Choose your own - Select up to five items from the list of brands or interests that are most relevant to your organization.

Next, you need to define your enrichment preferences. This step is where you identify the affinity level that you want to include and what you want the match precision to be.

After you identify how to enrich the data based on industry or brands, you need to map the fields that contain demographic information in your customer profile to the demographics that Microsoft Graph uses.

Three key items that you need for mapping demographic data are:

• Date of birth - Date field that contains the date of birth.
• Gender - Field contains the gender of the customer (Male, Female, Unknown).

• Location - Field that contains the country or region of the customer.

Location includes four other fields that you can map to assist in getting demographic information.

• Country/Region - Field that contains the Country. (Required)
• ZIP/Postal Code - Field that contains the postal code.
• City - Field that contains the city name in English.
• State/Province - Field that provides the two-letter abbreviation for US and Canada.

After running the enrichment process, go to My enrichments to review the total number of enriched customers and a breakdown of brands or interests in the enriched customer profiles.

Enhanced addresses

Frequently, addresses in an organization’s data can be unstructured, incomplete, or incorrect. To help solve this issue, you can use Microsoft models to normalize and enrich your addresses into the Common Data Model format for better accuracy and insights. The model goes through a two-step process to enhance an address:

1. Parse the address to identify its components and then put them into a structured format.
2. Use AI to correct, complete, and standardize the values in the address.

For example: You enter 4567 w main stret californa missouri 54321 us into the Location area of the form.

When you finish entering the location information, the system generates the following output:

• Street 1: 4567 W Main St
• City: California
• State/Province: MO
• ZIP/Postal Code: 54321
• Country/Region: United States of America
• Address: 4567 W Main St, California, MO, 54321, United States of America

Microsoft currently supports enriching addresses in these countries or regions:

• Australia
• Canada
• United Kingdom
• United States

Addresses must contain a country/region value. Microsoft doesn’t process addresses for countries or regions that aren't supported and addresses that have no provided country or region.

Enhanced addresses only work with the values that already exist in your ingested address data. The model doesn't:

• Verify if the address is a valid address.
• Verify if any values, such as postal codes or street names, are valid.
• Change values that it doesn't recognize.

The model uses machine learning-based techniques to enhance addresses. While Microsoft applies for a high confidence threshold when the model changes an input value, as with any machine learning-based model, 100% accuracy isn't guaranteed. When you select to use enhanced addresses, you need to specify the entity that contains the addresses that you want to enrich. If you select the Customer entity, you enrich address in all your customer profiles. Alternatively, you can select a segment entity to enrich address only in customer profiles that are contained in that segment.

Additionally, you need to specify how to format your addresses in your dataset. You have two options to choose from:

• Single-attribute address – Use this option in scenarios where the addresses in your data use a single field.
• Multiple-attribute address – Use this option in scenarios where the addresses in your data use more than one data field.

View enrichment data on the customer card

After you configure your brand and interests and run them for the first time to collect the data, they become affinities that you can view on individual customer cards. Go to Customers and then select a customer profile. The customer card contains charts for the brands or interests that people in that customer's demographic profile have an affinity for.

For more information, see Enrich customer profiles with brands and interests data from Microsoft.