The term “data enrichment” refers to processes aimed at validating, integrating and improving the data collected and stored at the DB level in order to improve user profiling and deploy effective data-driven marketing strategies, making the most of the full potential of marketing automation.
The advantage of a data enrichment activity lies precisely in the possibility of having an intact, accurate and profiled database of contacts.
All this translates into the possibility of:
- cultivate the relationship with contacts gathered through lead nurturing activities;
- putting in place evolved profiling and segmentation activities;
- personalize the browsing and purchasing experience of its users;
- increase the ROI of their marketing campaigns and activities.
There are a number of companies and entities that deal with data enrichment, and there are an infinite number of data that we can use to enrich database contacts, such as, for example:
- demographic data;
- geographic data.
We have to remember that the type of data in this case varies greatly depending on the business objectives to be achieved. We must also not forget that Data Enrichment activity is important to carry out on a regular basis, because only in this way could we have valid and up-to-date data to work on.
