How We Use AI for Data Enrichment
Elevating Data Quality While Prioritizing Your Privacy and Control
If you receive our newsletter or follow our blog, you’ve likely seen our recent posts and resources regarding proper AI usage. Our use of AI needs to be more than compliant with laws, regulations, and contractual obligations. We must be responsible and accountable for ensuring that our use of AI is both ethical and respectful to the individuals and organizations with whom we interact.
Our Commitment Includes Transparency and Security
At Cumulus Global, our commitment to ethical and appropriate use of AI includes transparency in why, when, and how we use AI services.
Any data we process through these AI tools is protected under our strict internal security protocols, ensuring your information remains secure, confidential, and never sold to outside parties.
Where We Use AI for Data Enrichment
As with most businesses, accurate information about clients, vendors, and partners is essential for managing services and communications. Data enrichment is a vital part of this process.
By definition, data enrichment is the process of updating information by filling in missing data or collecting new, relevant details.
We are currently piloting AI-powered tools to help us enrich the data we store about individuals and organizations. Doing so will give us better context for managing client relationships and for focusing our marketing and sales communications to those most likely to be interested.
Cumulus Global runs much of our operations using HubSpot, including our marketing, sales, and service functions. HubSpot features several tools (some of which use AI) to verify and update data elements in contact and company records.
HubSpot Breeze AI
Breeze AI is a service within HubSpot that offers data enrichment services by using the HubSpot Commercial Dataset to fill in missing fields.
Similar to commercial products like ZoomInfo, Cleanlist, Apollo, the HubSpot Commercial Dataset gathers publicly available information directly from individuals, as well as from third parties where a legal basis exists to process the information. However, unlike these other services, we cannot use HubSpot to identify new potential customers. We can only use the service to fill in missing information within our existing customer or company contact records.
Much of what the service provides involves common missing information, such as countries for addresses, country prefixes for phone numbers, and job titles. The AI component analyzes this information alongside the data we already have to provide further context, such as job function and authority. For example, a record may be updated to reflect a contact’s role as a senior manager in an operations department. The AI service also cross-references opt-outs and other verifications to help ensure we do not send you unwanted messages.
LinkedIn Integration
When a person or an organization is added to our database, HubSpot will, if possible, match the information to the person’s public LinkedIn profile or a company’s public page. HubSpot scans these public profiles and pages to fill in basic information, such as job titles, website domains, and employee counts.
You Are in Control
You are always able to manage how much of your information is shared.
LinkedIn
LinkedIn has several settings that allow you to extensively limit what the platform shares. You can review and manage these settings through your LinkedIn account.
HubSpot Commercial Dataset
HubSpot, like ZoomInfo and other data aggregators, provides the ability on its website to delete your data from the HubSpot Commercial Dataset. Doing so serves as an opt-out of the “sale” of data under relevant laws. Cumulus Global is immediately notified, and any data used to enrich our records is removed.
Cumulus Global
We do not share information other than as needed to provide our services to you and your company. You can manage which types of communications you receive from us by using the “Manage Preferences” link at the bottom of all of our automated emails.
We Are Here to Help
If at any time, you have questions or concerns, please send us an email or use the chat box or contact form on our website.
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