Abstract: In an embodiment, a process for data enrichment and matching includes obtaining a first dataset associated with a first user from a first data source, where the first dataset includes records from a structured data source, and obtaining a corresponding second dataset associated with a second user. The process includes enriching at least one of the first dataset and the second dataset. The process includes merging the first dataset and the second dataset including by matching a set of attributes based at least in part on matching corresponding attributes, wherein at least one of the first dataset and the second dataset has been enriched. The process includes outputting the merged data.