How to use Enigma + Google Sheets for small business data enrichment

Free SMB data, delivered right to your spreadsheets

Enigma has just released a new Google Sheets Add-on: a free tool that allows you to enrich a list of 50 small businesses with Enigma data, right in your spreadsheets. The Google Sheet gives you access to our basic small business data attributes as well as our industry classification data, a new premium dataset that identifies the industries of small businesses accurately and granularly.

While you can always test our data directly via API (which, by the way, allows free, unlimited use of our basic attributes), we know that some people prefer to try out new data in a spreadsheet. Our sheet taps into the Enigma API, allowing you to instantly find more information about small businesses. Just paste a list of business names and addresses, and you’re seconds away from free, enriched data.

Keep in mind that this tool provides a simple way to try out our industry data, especially if you’re not an API user. We know many financial institutions and fintechs are looking for better industry classification data these days, and this release lets you dig into Enigma’s industry data instantly.

Request Google Sheet

How to use the Google Sheet

Paste your list

Getting started is easy. Once you’ve requested and received your Google Sheet (request one here), you can then copy and paste a list of business names and addresses into columns A through E.

Enrich your list

After you add the businesses you want to enrich, go up to the main Sheets navigation to “Add-ons”. Select “Enigma Business Match”, which will automatically run your businesses through our API. You may be asked by Google to grant permissions — once you grant permissions, return to the Add-ons menu and re-select Enigma Business Match.

Dig into your data

Once your list has run through our API, any matched businesses will be enriched with our data, such as the business’s industry, website, and phone number. You now have richer profiles of small businesses that you’re free to use. Our customers use our small business data at scale for processes that range from credit risk monitoring to marketing lead qualification.

Learn more

If you have questions about our data, you can read more about each attribute in our docs. In the section below we’ve provided some FAQs about our industry classification data, as it’s one of our newer releases. You’re welcome to reach out with questions as well.

Industry Classification Data FAQ

What does each industry column mean?

  • Enigma Industry: The predicted industry of the company, according to Enigma’s custom industry taxonomy.
  • Sector: Mapping of the predicted Enigma industry to a GICS sector, provided for ease of integration.
  • Industry Group: Mapping of the predicted Enigma industry to a GICS industry group, provided for ease of integration.
  • Industry: Mapping of the predicted Enigma industry to a GICS industry, provided for ease of integration.
  • Sub-Industry: Mapping of the predicted Enigma industry to a GICS sub-industry, provided for ease of integration.
  • GICS Code: Mapping of the predicted Enigma industry to a GICS code, provided for ease of integration
  • NAICS Code: Mapping of the predicted Enigma industry to a NAICS code, provided for ease of integration

Where can I learn more about industry data?

We have two recent blog posts that are helpful: Our Product Manager Jordan wrote a blog post all about industry classification and how we do it. Additionally, our Lead Data Scientist Pam also wrote a blog post about why industry classification has challenged incumbent data providers for so long. As always, you are welcome to email us with questions or demo requests.

How do you calculate this data?

We use advanced data science to build predictive models that reflect how a human would classify companies into an industry. Through leveraging online and other public information about business and advanced linguistic models, we’re now able to replicate the human research process and classify industries far more accurately than current providers.

What is different about Enigma’s industry classification data?

Simply put, a lot of data providers don’t offer very accurate industry classification data for small businesses. And if they do, it’s often not very granular (specific). Enigma’s industry classification data is unique in that we’re typically 2–3X better at accurately assigning industries to small businesses. We’re also able to provide granularity when warranted, about the equivalent of a 4–6 digit NAICS code.

Why did some businesses on my list not get industry data appended to them?

Right now we cover about 50 common industries, so it’s possible that some of the businesses you submitted don’t fall within those industries. Our coverage is expanding regularly, and you can always reach out about a specific industry.



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store