Enrich vs Append vs Enhance Your Data — Which Is Best for You?

Summary:

Learn how to choose between data append, enrichment, and enhancement—and how premium U.S. consumer data quality drives ROI for marketing and growth.

Why the differences matter

The cost of bad data is real. Experian found 91% of respondents believe revenue is affected by inaccurate data and that 32% of U.S. customer data is inaccurate (Experian press release, 2015). More recently, 85% said poor contact data hurts operations in Experian’s 2022 Global Data Management research (Experian 2022 report). And at a macro level, HBR cites IBM’s estimate of $3.1T in yearly U.S. economic cost from bad data (Harvard Business Review analysis). Gartner pegs the average organizational cost at $12.9M per year (Gartner overview on data quality).

Data Append: filling the gaps

When you have a name without an email, or a phone without an address, data append completes the record so your campaigns can actually reach real people. See how we do it: U.S. Consumer Data Append Services (email, phone, and postal).

Real-world ROI: In a Dun & Bradstreet case study, a global tech & services firm increased match rates, cut resources 60%, and saved ~$2M after improving customer data accuracy (D&B case study). Another program shows measurable lift in response/efficiency when targeting is powered by higher-quality D&B data (D&B customer story).

Data Enrichment: adding context for personalization

Data enrichment layers in attributes (e.g., income range, home ownership, marital status, presence of children, investment activity) so you can segment and personalize with confidence. Explore Demographic Append.

Why it pays: Leading research shows personalization—powered by better data—most often drives a 10–15% revenue lift (McKinsey research) and 6–10% revenue gains in BCG’s findings (BCG report).

Data Enhancement: verifying & maintaining integrity

Enhancement focuses on verification and hygiene (e.g., email validation, NCOA updates, deactivating invalid numbers) so data stays accurate over time. See Data Verification & Hygiene.

Why it pays: Beyond the organizational $12.9M/year average loss figure (Gartner), keeping data clean reduces waste, preserves deliverability, and improves analytics reliability—so your spend works harder.

Which approach is right for you?

  • Append to complete missing contact fields and expand campaign reach.

  • Enrich to personalize targeting and creative using demographic/lifestyle signals.

  • Enhance to sustain accuracy, compliance, and performance over time.

In practice, high-performing teams run all three in a continuous pipeline: append → enrich → enhance, then repeat.

Quality is the differentiator

Anyone can sell “cheap” data. Quality wins ROI. Accurate Append focuses on U.S. consumer data quality—from sourcing and verification to performance-oriented delivery—so your match rates and outcomes improve where it counts.

Take the Next Step with Accurate Append