What is customer data enrichment?

Enrichment means obtaining information you do not already have. For Norwegian business customers, the Brønnøysund Register Centre is the most obvious source: industry, employees, address, and roles are listed there and are publicly available.

What it is useful for

Segmentation immediately becomes more precise when industry and company size are filled in for all customers, not just those someone had time to register. It also makes prioritization easier, because you can see which segments are actually buying.

It requires a good key

Enrichment requires a lookup key. For companies, this is the organization number. If it is missing, it must first be found or added, and that work determines whether the enrichment is successful.

Enrichment does not clean up

If you have three records for the same customer, enrichment will give you three enriched records. The order is always: clean up duplicates first, enrich afterward.