How we enriched customer contact and organization data

Metabase explored data enrichment services to gain more context on customer contact and organization data, aiming to enhance customer relationships and improve marketing strategies. The company evaluated several providers and ultimately chose Apollo.io for its coverage, pricing, and features. By using Apollo.io's API and dlt, Metabase enriched new contacts hourly, prioritizing new entries over updates. The enriched data, including organization size and job changes, was integrated into their analytics models, allowing for better understanding and communication with customers across various organization sizes. The initiative has already provided valuable insights, such as the diverse range of customer organization sizes, and Metabase continues to assess the cost-effectiveness of the enrichment process for potential future applications, like creating ideal customer profiles.