Businesses need more than just basic contact info to make crucial business decisions. Geographic, demographic, social, behavioral info are some of the data silos that come together to give a complete view of the customer. Data enhancement is the process of appending this information to current data and given the business additional insight on their customer.
Data enhancement is primarily achieved through data matching where missing information is added to the existing database. It is necessary to ensure raw data is cleansed and optimized before it can be used as business intelligence. Data enrichment tools are used to clean this data, making it usable for the business to merge with third-party apps to get additional insights and intelligence.