Your database is one of the most important assets of your organization and your brand.

Enriching the information of your leads, users and audience in general, allows you to generate a complete picture in decision making than what a raw excel database can offer you.

There are many benefits after all this, starting from the creation of your Customer Data Platform to the advanced optimization of your precision marketing campaigns through Dynamic Creative Optimization (DCO) solutions.

Data Enrichment is the process of combining and adding 1st party data or 3rd party data to a base that is already being built.  This can be anything from a simple CRM that is already operating to your own excel database.

Why is Data Enrichment so important?

1. Data enrichment improves your database accuracy

Having an unstructured database with little information about each user is not effective enough to create a digital marketing strategy with impactful results. Data enrichment plays a crucial role in converting that raw data into a “live” platform that is the starting point for Smart Data Management. This applies to smaller companies, up to and including those that handle large volumes of data. 

With this first step, companies collect data that is valuable for decision making and campaign creation. This brings security and credibility to the data visualization by being more accurate.

2. You evolve customer segmentation and profiling

Once you have this accurate, complete and updated data, brands can customize the content by user profile in each of their marketing campaigns, making them more effective and optimizing their budget. That is, you can directly impact a potential consumer who was interacting in your ecommerce with certain products, to a user who has just had a first approach with your brand in the digital environment.

With Data Enrichment you can segment your database to channel certain ads and communication more relevant to specific users who have specific interests and/or are at a different point in the journey.

This is the first step, a Future proof company. Building your audiences becomes the area’s most valuable asset. Generating an increase in conversions for digital campaigns, which impacts the ROI of all your sales efforts.

3. Improve your customers’ experience

Data Enrichment also allows your brand to be relevant to your different audiences. By personalizing a communication and content at each stage of the conversion funnel that is tailored to their searches and profiles. When this experience is personalized for each user profile, it strengthens the brand’s relationship with your customers as they feel that you truly understand their needs and adapt down to the tone and channel where they are contacted.

LDM Digital Performance Marketing Agency

It can be read as something simple and that does not go beyond a structuring of your database, but the reality is that Data Enrichment is a more complex process, especially for those brands that have a large volume of data. 

To start this process in the best way, at LDM we create a strategic plan that guarantees the successful implementation of all the factors involved, both in technology and in the understanding of the audiences to make an advanced segmentation and later link it with the new Google Analytics 4 platform.

The great importance of this first step is the potential you develop for your future strategies, raising your business goals and results from the benefits of GA4.

At the same time, you are integrating Customer Data Platforms; tools that help to intelligently manage the dynamism and activation of your database.   

Our involvement as a digital performance marketing agency can start before the action: establish the objective to enrich your database. 

It can range from improving the quality and accuracy of your data to increasing the performance of your campaigns. Every decision and strategy creation starts from the visualization of this important objective. 

The integration of the right platforms is a very important factor in this process to achieve a high quality database, as they collect, organize and clean your data, even in real time. And with the help of a digital partner they will be able to interpret, structure and activate that information to convert it into closed sales until the end of the journey.

Activate your database

In summary, having an optimal database is a challenge that all companies must accept, being the first step of a digital evolution in their environment. Making decisions with incomplete, outdated information is a constant occurrence in marketing teams. Don’t let your brand be the case! 

Change and accelerate the course of your growth with a comprehensive and intelligent structure of your database with the support of advanced and specialized platforms, and with the consulting and implementation of an expert team in Data Management & Data Driven.

Find more powerful insights for a direct impact with your audience and better understand your users’ behavior through this first big step. Invest your marketing budget in results-driven and scalable long-term strategies to integrate your loyalty plans starting from the same database. 

Contact us and take your customer journey to the next level! 

Learn more about our Smart Data Management strategies

Interview Alberto Alvarez