Data Enrichment Waterfall
Querying multiple data providers in sequence, using the next only where the previous returned nothing, to raise coverage without paying for duplicate lookups.
Why sequence beats a single provider
No provider has complete coverage, and their gaps differ by geography and company size. A waterfall raises fill rate substantially while only paying the second and third provider for records the first could not resolve.
Decide precedence deliberately
RELATED TERMS
Data Hygiene
The continuous practice of keeping records accurate, complete and current — as distinct from data quality, which is the state that practice produces.
Lead Routing
The rules assigning each inbound lead to a specific owner — by territory, segment, product, account ownership or round-robin.
Enrichment
Appending third-party data to records so routing, scoring and segmentation have fields to operate on.
Learn how to apply this: CRM Admin 101
Definitions are the vocabulary. The courses are where you learn to operate it, with the interactive audit tools.
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