Data Enrichment vs Data Cleansing: What Is the Difference?
Data enrichment and data cleansing are complementary but distinct processes. Data cleansing fixes problems in your existing data: removing duplicates, correcting formatting, deleting invalid records, and standardizing fields. Data enrichment adds new information from external sources: appending emails, phone numbers, job titles, and company data to incomplete records. Most B2B teams need both. The recommended sequence is cleanse first (fix what you have), then enrich (add what you are missing).
What does data cleansing include?
Data cleansing (also called data cleaning or data hygiene) involves six core activities. Deduplication: identifying and merging duplicate records (typical CRMs have 10-25% duplicates). Standardization: normalizing formats for job titles, phone numbers, addresses, and company names. Validation: confirming emails are deliverable, phone numbers are formatted correctly, and fields contain valid values. Removal: deleting records that are permanently invalid, outdated beyond recovery, or junk entries. Correction: fixing typos, updating outdated information, and resolving inconsistencies. Archival: moving inactive records out of active workflows to improve database performance.
What does data enrichment include?
Data enrichment appends new data points from external sources. Contact enrichment: adds verified work emails, direct phone numbers, current job titles, seniority levels, and LinkedIn URLs. Company enrichment: adds industry, employee count, revenue, technology stack, funding stage, and headquarters location. Behavioral enrichment: adds intent signals, job change alerts, funding events, and hiring indicators. Enrichment sources include data providers (ZoomInfo, Apollo, Clearbit), public records, web scraping, and proprietary databases. Waterfall enrichment queries 15+ providers per record for maximum coverage.
When should you cleanse vs enrich?
Cleanse when: your bounce rate exceeds 3%, duplicate records are above 5%, field formatting is inconsistent (VP Sales vs Vice President of Sales), or records have not been updated in 12+ months. Enrich when: records are missing email addresses or phone numbers, firmographic data is incomplete, you are preparing for outbound campaigns, or lead scoring requires more data points. Always cleanse before enriching. Enriching dirty data wastes money because you are paying to enhance records that may be duplicates or otherwise invalid.
What are the key metrics for each process?
Data cleansing metrics: duplicate rate (target under 5%), email validity rate (target 95%+), field completion rate (target 85%+), data freshness (target 65%+ updated within 90 days). Data enrichment metrics: fill rate per field (percentage of records successfully enriched), email deliverability rate after enrichment, phone connection rate, match rate (percentage of inputs that returned results). Track both sets of metrics to measure overall data quality improvement.
Frequently Asked Questions
Should I cleanse or enrich first?
Cleanse first, then enrich. Deduplicating and standardizing your database before enrichment prevents wasting enrichment credits on duplicate records. It also ensures the input data for enrichment matching is as clean as possible, improving match rates.
Can one tool handle both cleansing and enrichment?
Some platforms combine both capabilities. Cleanlist's waterfall enrichment includes email verification and data normalization alongside enrichment. For full deduplication and standardization, you may also need your CRM's built-in tools (Salesforce Duplicate Management, HubSpot Operations Hub).
How often should I cleanse vs enrich my database?
Cleansing should run continuously (deduplication on lead creation, validation on entry) with quarterly deep audits. Enrichment should happen in real-time for new leads, quarterly for the active database, and monthly for high-value accounts.
What is the cost difference between cleansing and enrichment?
Basic cleansing (deduplication, formatting) can be done with built-in CRM tools at no additional cost. Email verification costs $0.001-0.01 per address. Full enrichment costs $0.15-0.40 per record via waterfall. The combined cost is typically $0.20-0.50 per record for a complete cleanse-and-enrich workflow.