Targeted data enrichment belongs to the areas of big data, smart data and artificial intelligence. The term describes the process of specifically enhancing existing data records with additional information to make them more meaningful and useful.
This happens, for example, in companies that want to find out more about their customers. Let's assume an online shop only has the email addresses of its customers. With targeted data enrichment, they can add further information such as place of residence, interests or purchasing habits. This makes it easier to tailor advertising campaigns to individual customer groups and make them more successful.
The big advantage: companies don't have to blindly guess what their customers want. Instead, they can use the enriched data to design customised and efficient offers. Targeted data enrichment can be achieved both through in-house research and by purchasing external data. With modern tools, often supported by artificial intelligence, this is now much faster and more accurate.
It is important to pay attention to data protection and transparency so that customers and companies benefit equally. Targeted data enrichment thus helps to make better decisions and utilise resources sensibly.
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