The 'dodgy' world of data enrichment — and why they have my personal information

Krusty · Dec 2, 2019

Last week, I had a creepy feeling — one familiar to almost anyone on the internet. My personal information had been exposed online, again.

My name, email address and information about my work history had turned up in an online database for anyone to find — my details along with those of millions of other people.

I received a notification about the incident from Have I Been Pwned?, an online service that lets me know when my email address is part of a data breach.

It's far from the first time: There was the Tumblr breach of 2013. The Canva breach of 2019. And those were companies I'd willingly shared my details with.

This time, the alert suggested my data had been lost by an industry I'd never heard of — the booming business of "data enrichment".
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https://www.abc.net.au/news/science...stry-privacy-breach-people-data-labs/11751786

guest · Jan 19, 2020

Explained: data enrichment
January 16, 2020
https://blog.malwarebytes.com/explained/2020/01/explained-data-enrichment/

How do your favorite brands know to use your first name in the subject line of their emails? Why do you seem to get discounts and special offers on products you’ve recently purchased? Businesses are able to personalize their marketing messages thanks to data enrichment.

Data enrichment applies to the process of enhancing, refining, and improving on raw data. It is usually the last step in constructing a dataset for a marketing campaign, but can be used for several other goals.
Contact enrichment is the most common form of data enrichment. Contact enrichment is the process of adding additional information to existing contacts for more complete data.
Definition of data enrichment, extended
Data enrichment is defined as merging third-party data from an external authoritative source with an existing database of first-party customer data. Some organizations do this to enhance the data they already possess so they can make more informed decisions.
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The 'dodgy' world of data enrichment — and why they have my personal information

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