Can your brand speak to me as a woman juggling work and family who recently sent children to colleges across the country – meaning I’ll be shopping for deals on airline tickets to visit them? Do you know that I still have a child at home and my household is still a busy one, so my spouse and I need quick prep meal kit options? I also really enjoy a weekend snow skiing in the nearby mountains and want the latest gear to use  on the slopes and afterward. Data enrichment allows you to see all those facets of my life and provides the customer intelligence a brand needs to better serve messages and experiences that will matter to me.

What Is Data Enrichment? 

Customer data enrichment is the addition of data attributes that provide descriptive and predictive information about a person.  Data enrichment fills gaps to get a more holistic view of the customer, including basic demographics, interests, preferences, and purchase patterns. 

There is a three-part process to enriching data. The data first must be cleansed to provide a quality foundation for downstream processing. The next step is identity resolution to ensure attributes are connected to the correct individual. Once these two steps are complete, the data can be enhanced to enable the brand to illuminate customer needs and preferences, test the right data across the journey, and then measure it to prove it works. 

Enriched, consistent, and accurate customer data fuels effective people-based marketing across all channels and supports more accurate engagement across acquisition, retention, and cross-sell programs. 

Why Bother? 

Making a personalized connection with people at their preferred time and through their channel of choice is becoming increasingly difficult as the online industry changes. In a loud, noisy space, brands must sift through the clutter to identify and understand their addressable audiences, so they can know customers at a whole new level. And that connection must honor the privacy and the preferences of the individual. Can you easily determine:

• Whether these are existing customers or new visitors to my ecommerce page?  
• Which channels will resonate better with my audience for the next seasonal campaign? 
• How to  identify the best potential prospecting audience via email? 

What Can Data Tell Me?

Are your customers predominantly Gen Z or Gen X? Do they own their homes or rent? Do they live in urban or rural communities? Are they into gardening and DIY? Or do live music or foodie experiences fan their flame? Do you know their brand preferences or if they are in the market for a new car? By appending third-party data attributes including life stage segmentation, you can bring your customers to life and deepen connections with your brand when you communicate in an authentic and respectful way. 

Who Is Getting It Right? 

• One regional bank increased campaign performance by 80% and increased deposits by 328% using Acxiom data to better understand and engage with potential customers for its free checking product.
• An automaker used Acxiom data to generate 4X the click-through rate when introducing a new truck model. 
• A credit card issuer achieved a 30% lift with its look-alike model fueled by Acxiom data.

Personalization is key to effectively connecting with and encouraging people to explore brands, products, and ideas – and then interact with those offerings. When the right message is delivered to the right person at the right time through the right channel, that’s when the magic happens. To learn more about the power of Acxiom data and what it can do for your bottom line, contact us – [email protected].