7 min read

What Is Data Enrichment and How Does It Work?

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What Is Data Enrichment?

Data enrichment adds additional third-party data to existing data to improve its quality or value and get a complete picture of a customer or prospect. 

Raw data is practically useless unless enriched, as it provides little to no insight. Enrichment can be done with first-party data, which comes from the same source as the original data. This results in high-quality data that produce deeper insights and seamless workflows. 

This article will review what data enrichment is, the types and benefits, and why it's essential for your sales engagement strategy

Need a sales engagement platform that will integrate seamlessly into your CRM? Koncert's sales integrations feature frees your team up from repetitive tasks and lets you focus on what you do best: selling!


outbound-prospecting-mistakes-bannerTypes of Data Enrichment

Different types of data enrichment can be performed on datasets. Two of them are as follows:

  • Demographic data enrichment
  • Geographic data enrichment


Demographic Data Enrichment

This type of enrichment is helpful for businesses because it allows them to create more targeted marketing campaigns. It can also help them better understand their customer base and make more informed decisions about product development. 

There are a few different ways that businesses can go about gathering this type of information:

  • Customer surveys involve sending out questionnaires to customers or potential customers and asking them demographic-related questions. 
  • Data from social media platforms such as LinkedIn can also enrich a database, which can be done by analyzing user-profiles and posts. 
  • Public records like census data or voter registration records can also be a source of demographic information and customer records.  

Businesses can use this type of data to create more targeted marketing campaigns. 

In that case, they can create ads and content specifically tailored to this group, leading to more effective marketing with glowing metrics — such as higher click-through rates and increased conversion rates.


Geographic Data Enrichment

Geographic data enrichment is adding data that includes addresses and locations. This can be useful for several reasons, including:

  • Determining the location of customers or potential customers
  • Analyzing trends in customer behavior
  • Identifying areas that are underserved or overserved by your business
  • Creating heat maps to visualize patterns in data

There are a few different ways to go about enriching your data with geographic information:

  • One option is to use a geocoding service to take your addresses and convert them into latitude and longitude coordinates. 
  • You can also use an online mapping service, such as Google Maps, to find your addresses' latitude and longitude coordinates.

Once you have the latitude and longitude coordinates for your addresses, you can add them to your data set. This will allow you to map out your data and start doing fascinating analyses!


Benefits of Data Enrichment

Leveraging data enrichment services empower your business to make the data more useful for data analytics and decision-making. 

Keeping a data enrichment process going in your overall sales process can help your business improve the data quality and usability, increase the accuracy of results, and simplify decision-making. 

Other benefits of data enrichment include the following:

  • Cost-effectiveness
  • Providing a great customer experience
  • Boosting your sales team


It’s cost-effective

When you have accurate, enriched data, you can target your marketing and sales efforts more effectively, which leads to a lower cost-per-acquisition (CPA) for new customers. 

In addition, you can reduce the time and money spent on prospecting and outreach research since the enriched data provides a complete view of your target market. 

With data enrichment, you don't have to store information that's not relevant to your business. Your data collection can be more focused, saving you money and other resources.

Finally, data enrichment can help you identify new market opportunities that you may not have discovered, expanding your prospects and boosting your sales.


Allows for a great customer experience

One of the benefits of using a data platform is that it enables you to target your ideal buyer personas

By having more accurate and complete data through data cleansing, businesses can improve customer experience by knowing customer profiles, needs, and preferences — allowing them to align their branding and messaging with their target audience. 

Additionally, data enrichment can help identify opportunities to increase sales and create loyalty programs customized to individual customers, especially when integrated with CRM tools. As a result, businesses can improve customer satisfaction and generate more long-term customers.


Boosts your sales team

Data enrichment can help boost your sales team. When you have accurate and complete sales data coupled with efficient data management, you can identify potential leads and better understand your customers. This information can help your sales team be more effective, increasing sales.

Enriching your data can also help you improve your marketing efforts. By understanding your customers' needs and preferences, you can create targeted marketing campaigns that are more likely to succeed. 

Additionally, data enrichment can help you track the performance of your marketing campaigns so you can make necessary adjustments for future campaigns.


The Importance of Keeping Data Enrichment 

No matter how well a business is doing, keeping the data enrichment process going is vital. Customer data is constantly changing, and it's essential to make sure that the information you have is as up-to-date as possible. 

An effective data enrichment process needs a solid data enrichment strategy. If you can find a rich source of information to help you enrich your data, then that's great. But if not, you can always rely on internal data sources to help you out. 

It’s essential to keep track of your sales enrichment progress and make sure that you're making the most of your data.

Trying to figure out the best times for your sales team to be calling their qualified leads? Check out Koncert AI for sales data intelligence that can turn your leads into easy wins.


Use Sales Engagement from Koncert to Help with Your Data Enrichment

Data enrichment is a process that helps your company get the most value from your customer data. It is an essential process for keeping your sales pipeline healthy. There are many types of data enrichment, and each can provide benefits for your sales team. 

By pairing data enrichment tools with sales engagement platforms like Koncert, you can ensure your sales outreach process is smooth and efficient. You can automate much of the data enrichment & prospect engagement process in real-time and keep your team focused on selling rather than data entry.

With the help of Koncert’s sales tools, you can spend less time in data management and more time closing deals. Keep your sales team well-informed with the latest customer data by using Koncert to help with your data enrichment needs.

Are you ready to take your sales game up a notch? Contact us today to learn more about how we can help you succeed in sales through data enrichment. 


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