CRM Enrichment Data Insights

CRM Enrichment Data Insights
At Nomad Data we help you find the right dataset to address these types of needs and more. Submit your free data request describing your business use case and you'll be connected with data providers from our over 3,000 partners who can address your exact need.
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At Nomad Data we help you find the right dataset to address these types of needs and more. Sign up today and describe your business use case and you'll be connected with data vendors from our nearly 3000 partners who can address your exact need.


In the realm of customer relationship management (CRM), understanding your customer base is paramount. Historically, gaining insights into customer demographics, behaviors, and preferences was a daunting task. Businesses relied on manual surveys, word-of-mouth feedback, and rudimentary sales data to paint a picture of their clientele. Before the digital revolution, this process was not only time-consuming but often yielded incomplete or outdated information.

The advent of sensors, the internet, and connected devices has dramatically transformed the landscape. The proliferation of software and the digitization of customer interactions have made it possible to capture and analyze vast amounts of data. This shift towards data-driven insights allows businesses to understand changes in customer behavior in real-time, rather than waiting weeks or months for reports.

The importance of data in understanding customer dynamics cannot be overstated. Previously, businesses were in the dark, making decisions based on limited information. Now, with access to comprehensive datasets, companies can tailor their strategies to meet the evolving needs of their customers more effectively.

One of the most valuable types of data in this context is social graph or people data. This data encompasses a wide range of demographic and psychographic information that can significantly enrich CRM systems. Historically, businesses used basic contact information or simple purchase history data. However, the ability to integrate detailed social graph data into CRM systems marks a significant advancement in customer understanding.

The challenge of enriching CRM systems with social graph data is not trivial. It involves sourcing, integrating, and analyzing data from various providers. This article will explore how different categories of data can help business professionals better understand their customers and make more informed decisions.

By leveraging marketing intelligence, business data, and consumer behavior data, businesses can enrich their CRM systems with a wealth of information about their customers. This enrichment process enables more personalized and effective marketing strategies, ultimately leading to improved customer satisfaction and loyalty.

Marketing Intelligence Data

Marketing intelligence data plays a crucial role in enriching CRM systems. Providers in this category offer data enrichment services with a wide range of attributes, including contact data (email, phone, address, and online retargeting) and demographic and psychographic data (household composition, financial situation, real-estate, interests, and purchases).

Historically, the use of marketing intelligence data was limited by the availability and accessibility of comprehensive datasets. However, technological advances have made it possible to collect and analyze data from a variety of sources, including device IDs, email, and mobile data.

The amount of data available in this category is accelerating, thanks to the proliferation of connected devices and online activities. Businesses can now access detailed information about their customers' behaviors and preferences in real-time.

Specific uses of marketing intelligence data in CRM enrichment include:

  • Demographic and psychographic profiling: Understanding the characteristics and interests of your customer base.
  • Behavioral targeting: Tailoring marketing messages based on customer activities and preferences.
  • Customer segmentation: Grouping customers based on shared attributes for more targeted marketing efforts.
  • Personalization: Customizing interactions with customers based on their unique data profiles.

Examples of how businesses have successfully used marketing intelligence data to enrich their CRM systems include targeted email campaigns, personalized product recommendations, and improved customer service interactions.

Business Data

Business data providers offer another layer of enrichment for CRM systems. This category includes global people contact data, which can be used to create full-service campaigns and execute on behalf of clients. The data encompasses email, direct mail, and programmatic ad campaigns that generate new customers.

The history of business data usage shows a shift from basic contact lists to more comprehensive datasets that include detailed information about individuals' professional lives. This evolution has been driven by the need for businesses to understand their customers not just as consumers but as professionals.

The technology advances that have facilitated the collection and analysis of business data include advanced data mining techniques and the integration of business intelligence tools into CRM systems.

The amount of business data available is growing, enabling businesses to gain deeper insights into their customers' professional interests and behaviors.

Specific uses of business data in CRM enrichment include:

  • Professional profiling: Gaining insights into customers' professional roles and industries.
  • Industry targeting: Identifying and targeting customers based on their industry affiliations.
  • Professional network analysis: Understanding the professional connections and networks of customers.
  • B2B marketing: Tailoring marketing efforts to reach customers in their professional capacities.

Examples of successful applications of business data in CRM enrichment include targeted B2B marketing campaigns, industry-specific product offerings, and enhanced professional networking opportunities.

Consumer Behavior Data

Consumer behavior data providers offer insights into the actions, lifestyles, and decision-making processes of individuals. This data is crucial for understanding why customers make the choices they do and how to influence future behaviors.

The use of consumer behavior data has evolved from simple purchase history analysis to sophisticated predictive modeling that incorporates cognitive psychology and data science.

Technological advancements in data collection and analysis have enabled the creation of detailed consumer profiles that include over 1500+ predictive data points on a vast majority of individuals.

The volume of consumer behavior data is expanding, providing businesses with an unprecedented level of insight into their customers' lives.

Specific uses of consumer behavior data in CRM enrichment include:

  • Psychographic analysis: Understanding the motivations and attitudes that drive customer behavior.
  • Predictive modeling: Anticipating future customer behaviors and preferences.
  • Lifestyle segmentation: Grouping customers based on shared lifestyle choices and interests.
  • Decision-making insights: Gaining a deeper understanding of the factors that influence customer decisions.

Examples of how businesses have leveraged consumer behavior data to enrich their CRM systems include personalized marketing messages, targeted product development, and improved customer retention strategies.


The importance of data in understanding customer dynamics and enriching CRM systems cannot be overstated. Access to marketing intelligence, business data, and consumer behavior data allows businesses to gain a comprehensive understanding of their customers. This understanding enables more personalized and effective marketing strategies, ultimately leading to improved customer satisfaction and loyalty.

As organizations become more data-driven, the discovery and integration of diverse data types into CRM systems will be critical to achieving better marketing results. The ability to monetize useful data that has been collected over decades presents a significant opportunity for businesses to gain a competitive edge.

Looking to the future, new types of data, such as real-time behavioral data and advanced psychographic profiling, will likely emerge as valuable resources for CRM enrichment. These advancements will provide even deeper insights into customer preferences and behaviors, further enhancing the effectiveness of marketing efforts.

In conclusion, the integration of comprehensive data sets into CRM systems is essential for businesses seeking to understand and engage their customers more effectively. The evolution of data collection and analysis technologies has opened up new possibilities for customer insights, making data an invaluable asset in the modern business landscape.


Industries and roles that can benefit from enriched CRM data include investors, consultants, insurance companies, market researchers, and more. These professionals face challenges in understanding customer dynamics and tailoring their offerings to meet evolving needs.

Data has transformed these industries by providing detailed insights into customer behaviors, preferences, and decision-making processes. This transformation enables more targeted and effective strategies, leading to improved outcomes.

The future of data in these industries is promising, with AI and machine learning technologies poised to unlock the value hidden in decades-old documents and modern government filings. These advancements will further enhance the ability of businesses to understand and engage their customers, driving innovation and growth in the process.

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