Data Enrichment
The quality of your CRM data is crucial for your business, as it forms the foundation for effective sales strategies and customer relationship management. Incomplete or incorrect data can severely hinder your sales reps' ability to understand your prospects or customers, identify their needs, and engage with them meaningfully. This can lead to missed opportunities, inefficient sales processes, and ultimately, lost revenue.
Zia, your intelligent sales assistant, is designed to address these challenges by ensuring that your CRM data is not only complete but also accurate and up-to-date. By retrieving additional information such as company size, phone number, address, and other relevant details based on minimal initial input, Zia significantly enhances the quality of your CRM records.
Key benefits of Zia's Data Enrichment:
- Enhanced understanding: Gain a comprehensive view of your prospects and customers, enabling more informed decision-making.
- Additional information for better communication: Use enriched data to tailor your communication strategies, making interactions more relevant and engaging.
- Improved lead conversion: With accurate and detailed information, your sales team can better qualify leads and increase conversion rates.
- Operational efficiency: Reduce the time spent on manual data entry and verification, allowing your sales reps to focus on selling.
By enabling Zia's data enrichment capabilities into your CRM, you ensure that your data remains a valuable asset, driving effective sales strategies and fostering stronger customer relationships.
Availability
Permission Required
Users with View results permission on their profiles can enrich data.
Only CRM administrators or users with manage configuration can access enrichment history and consumption usage tabs.
Business Scenarios
Scenario 1
Scenario 2
Scenario 3
Scenario 4
Scenario 1
Improving lead qualification
Challenge: A sales representative receives a list of potential leads with only minimal contact information, primarily company names. This lack of detailed information hinders effective qualification and prioritization of leads.
Solution: Using Zia's data enrichment, the sales representative inputs the company names into Zoho CRM. Zia then enriches these leads with additional information such as company size, industry, key contacts, and financial data.
Detailed Process:
- Enter the minimal lead data into Zoho CRM.
- Zia searches across multiple databases to gather comprehensive information.
- The system automatically updates each lead record with enriched data.
Outcome: The enriched data allows the sales representative to better understand the potential and needs of each lead, prioritize them effectively, and tailor communication strategies to increase conversion rates.
Scenario 2
Optimizing account management
Challenge: An account manager is responsible for maintaining and expanding relationships with existing customers but lacks comprehensive details about the customers' current business status and needs.
Solution: By entering basic account names into Zoho CRM, Zia enriches these accounts with up-to-date information including recent business developments, news mentions, and changes in key personnel.
Detailed Process:
- Account names are updated in Zoho CRM.
- Zia uses real-time data crawling to update account profiles with the latest information.
- The account manager receives notifications about significant updates.
Outcome: With a fuller understanding of each account, the manager can offer more personalized service, identify new sales opportunities, and maintain a high level of customer engagement.
Scenario 3
Targeted marketing campaigns
Challenge: The marketing team needs to segment the contact database to create targeted campaigns that resonate with specific groups, but the existing contact information is too sparse to allow effective segmentation.
Solution: Zia enriches contact information in Zoho CRM by adding detailed demographic, psychographic, and behavioral data to each contact based on their email and social media profiles.
Detailed Process:
- Contacts are entered with basic information.
- Zia enriches the data by extracting additional details from online profiles and behavior.
- The marketing team uses this enriched data to segment the contacts according to various criteria such as interests, industry, job role, and activity level.
Outcome: Enhanced data quality allows the marketing team to tailor campaigns precisely, leading to higher engagement rates, improved customer satisfaction, and increased ROI on marketing efforts.
Scenario 4
Evaluating and selecting vendors
Challenge: The procurement department struggles to assess and compare potential vendors due to incomplete information about their capabilities, reliability, and business stability.
Solution: Custom modules in Zoho CRM are used to track potential vendors. Zia enriches each vendor record with data regarding their market reputation, financial stability, service quality, and compliance with industry standards.
Detailed Process:
- Vendor names and basic contact details are entered into a custom module in Zoho CRM.
- Zia enriches these records with critical data gathered from business databases, review platforms, and industry reports.
- Procurement managers use this data to evaluate vendors against predefined criteria.
Outcome: Comprehensive vendor profiles enable procurement managers to make informed decisions, reduce risks associated with vendor selection, and negotiate better terms.
Enable Data Enrichment
Enabling it for the first time
- Navigate to Setup > Zia > Data Enrichment.
- Click Get Started.
Existing users will be able to view the Data Enrichment tab under Zia, from where they can access their data.
For People Data Enrichment
- Install the WebAmigo extension from the marketplace.
Learn more about WebAmigo's data subject rights. - Accept the terms of the extension.
- Proceed with the personal information type after successful installation.
Configuring Data Enrichment
Data enrichment can be configured for any module, with the option to specify whether the data pertains to organizational or personal information.
Notes
- New organizations: Use the new module button to initiate a pop-up, select the module for enrichment, and specify the data type.
- Existing customers: Lead, contact, and account modules are preset to enrich organizational information.
- Module configuration: Each module allows one enrichment configuration. To change the type, delete the existing configuration and recreate it to suit the new business use case.
Enhancing personal and organizational information
Enhancing personal and organizational information provides a comprehensive understanding of individuals and companies, aiding in personalized outreach and effective communications.
Zia improves your CRM data based on certain primary information provided for a record. The primary fields used by Zia to search for more information vary by module. For example, when creating an account, entering the company name prompts Zia to search for more details about that account. Once you enter the details for one or more primary fields, Zia crawls the web and retrieves additional information, such as company size, phone number, address, and more. These fields are known as the Enrichment fields.
For each module, Zia fetches information specific to the primary fields, enhancing the record with relevant and updated details. This enriched data helps your sales team personalize their communication and improve lead conversion predictions.
Personal information
Personal information enrichment focuses on details related to individuals, such as their job titles, contact details, social media profiles, iand professional background. This type of data helps in personalizing outreach and building stronger relationships with contacts.
Trigger fields for personal information
- First name + Org name
- Last name + Org name
- Website
- Email
- LinkedIn
- Twitter
- Facebook
Personal information fields
- Full name, First name, Last name, Email id, Phone number
- Social media links (LinkedIn, Facebook, Twitter)
- Current Designation, Website, Skills, Industry, Photos
- Gender, Date of Birth, Office Address, Current Office name, Previous Office name
- Experience in years, Highest Education (Degree, Institution, Major/Minor)
Enrichment data types
- Look-up and single line: Person name, First name, Last name, Address, Current/Previous company name, Highest education institution.
- Email & Phone: Email address, Phone number (E16 format).
- Picklist: Designation, Skills, Industry, Gender, Address city/country, Highest Degree, Major/Minor.
- Social media & URL: LinkedIn, Facebook, Twitter, other social media links, Website.
- Number: Age, Experience in years.
- Others: Display picture, Date of Birth.
Organizational information
Organizational information enrichment includes data related to companies or organizations, such as their contact details, size, industry, and locations. This type of data helps in understanding the business context and tailoring B2B communications. It provides a comprehensive view of the organization, including its key personnel, business metrics, and social presence, which is critical for account-based marketing and sales strategies.
Organizational data types
- Look-up and Single line: Organization Name, Address, CEO, Decision maker.
- Email & Phone: Email, Primary contact number, Secondary contact number.
- Picklist: Industries, Address details, Business Type, Business Size, Headquarters Country, Business Locations, Business Model.
- Social media & URL: Skype, Facebook, Twitter, other social media links, Website.
- Number: Employee count, Annual revenue, Years in business.
- Others: About the company, product offerings, logo.
Map Fields
Users navigate to the field mapping interface after selecting their module and data type. This setup allows users to align their CRM fields with the enrichment source.
Often, the information that is being fetched from the internet for a record might not be in the exact same format as how they are stored in your Zoho CRM account. For example, what may be called a Lead's "designation" on the web is the Title field in Zoho CRM, or the "contact number" is the phone number in Zoho CRM. These enrichment fields are mapped with the respective Zoho CRM fields by default, based on which the information pulled in by Zia gets captured for the record. However, if needed, you can change the mapping.
Default mappings
- Organization info: Organization Name, Email, Contact Numbers, Social Media, etc.
- People info: First/Last Name, Organization Name, Contact Details, Social Profiles, Professional Details, etc.
Customization options
- Enable/disable: It is possible to enable Data Enrichment for selected modules only. For example, you can enable only for the leads and contacts modules and not for accounts module.
- Field mapping: Enrichment fields are mapped with the respective Zoho CRM fields by default. But if you have created custom fields and want the enrichment field information to be captured in them, you can modify the mapping.
To Modify Data Enrichment Settings
- Go to Setup > Zia > Data Enrichment.
In the Data Enrichment by Zia page, you can view the profile permission and status details for the modules. - Enable or disable the data enrichment status for the respective modules.
- Modify the mapping by clicking the module name.
- Choose the Zoho CRM field from the drop-down list to map it with the corresponding Enrichment field.
- Select Do not map this field if you want to skip a field from being enriched. Zia will not update this field information in Zoho CRM.
- Click Save.
Enriching records
While creating a record
- Go to the Leads, Accounts, or Contacts module and create a record.
- In the Create page, click the Enriched data available link after entering any primary fields like Email Address, Website, or Company Name.
- In the [Module] Enrichment by Zia window, select the respective checkboxes to allow Zia to populate the enriched information in the corresponding fields.
- Click Update [Record] to populate the record fields with enriched data.
While editing a record
- In the [Record] details page, click the More Icon and select Enrich data.
Hovering over the Enrich option shows when the record was last enriched. - In the [Module] Enrichment by Zia window, enable the checkboxes to allow Zia to populate the enriched information in the corresponding fields.
- Click Update [Record] to populate the record fields with enriched data.
Managing enriched data
Once you have enabled data enrichment in your organization, you can start monitoring and managing enrichment activities using enrichment history and usage statistics.
Enrichment history
Enrichment history, similar to an audit log, records all enrichment activities, including:
- User name
- Record name
- Date and time of enrichment
- Field updates
Using these insights, you can:
- Closely monitor if and how your CRM users are using data enrichment.
- Differentiate and recognize field updates done by Zia's data enrichment from manual field updates in the record.
- Monitor the time of enrichment.
Furthermore, you can use the log filters to classify logs based on modules, users, and time.
Notes:
- You cannot export this log.
- If a field is moved to the unused section after enrichment, the log of occurrence will be displayed. However, if the field's permission is marked as don't show or deleted altogether, the corresponding activity will also be removed from the enrichment history.
To monitor history
- Go to Setup > Zia > Data Enrichment > History.
- Use log filters to classify logs based on modules, users, and time.
Enrichment usage
The enrichment usage displays insights for assessing and managing how the enrichment limits are consumed in your organization. Click here to view the edition-based limits.
Following are the insights Zia provides you with:
- Monthly limit and average consumption per month.
- A pie chart, illustrating the total number of enrichments made across different modules.
- A trend chart, illustrating the adoption trend of enrichment to date.
- A table, distributing the number of enrichment limits consumed across modules each month.
To view usage statistics
1. Go to Setup > Zia > Data
Enrichment > Usage.
Deactivate Data Enrichment
You can choose to deactivate Data Enrichment feature for your Zoho CRM account at any point after which Zia will stop enriching your records. All the records that are enriched by Zia until you choose to de-activate data enrichment, stays intact.
To deactivate Data Enrichment
- Go to Setup > Zia > Data Enrichment.
- In the Data Enrichment by Zia page, click the Deactivate link.
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