Home Factors 
Most marketers I talk to don’t feel short on data. They feel short on useful data.
While your data might tell you what customers clicked, bought, or opened, those insights alone won’t help you fully understand who they are, what’s changing in their lives, or why their shopping behaviors changed.
That’s where data enrichment comes in.
What is Data Enrichment?
Data enrichment, also known as data appending, is the process of enhancing and improving the quality, completeness, and value of your existing data by adding additional information or attributes to it.
Essentially, it helps you add context to the data you already have by expanding your insights with attributes that amplify your targeting strategy.
Enriching your data helps reveal the complete picture of who your customers are, what changed in their lives recently, and what they want and need most from you.
Why Data Enrichment Matters
Without a doubt, I can tell you that data enrichment is the key to building a complete customer profile. With enriched data, you gain a deeper understanding of your audience, improve your deliverability, and enhance your personalization strategies.
As the Head of Marketing at PGM, I’ve seen data enrichment make a real impact. For example, an HVAC contractor needed a data strategy to drive more leads and sales conversions. PGM’s email append solutions helped the HVAC contractor acquire more customers, with $127,323 total sales, and increase campaign ROI 4x.
So, how do you turn these enriched insights into actionable results? I’ve outlined five data enrichment strategies to test for your 2026 campaigns.
5 Data Enrichment Strategies to Power Your Targeting in 2026
1. Ensure Relevancy with Behavioral Signals
Data is dynamic, just like people – and your insights need to keep up.
Enriching your data with behavioral signals helps you understand the needs, wants, and desires of your audience, based on their behaviors.
It helps you answer questions like, What are your customers browsing for lately? What products or services are they researching? What behaviors are signaling their intent?
The primary advantage of behavioral signals is the ability to ensure timely and relevant engagement.
For example, say you lead marketing for a Florida hotel chain that needs to increase summer booking rates. Enriching your customer file with real-time behavioral signals helps you reach customers who booked a flight to Miami in August and are browsing nearby hotels.
Leveraging these enriched insights positions you connect with a high-intent audience that is receptive and ready to take action.
2. Improve Targeting Accuracy with Property Intelligence
Part of knowing who your customers are is understanding what’s happening in the household and the home.
As more climate‑driven events occur and home maintenance priorities shift, this intelligence becomes increasingly valuable for use cases in both marketing and risk modeling.
In the past, reaching homeowners primarily relied on broad demographic and geographic insights with limited property attributes. However, recent advancements to property data is helping marketers be much more precise.
You can now understand details home condition, giving you a heads up on your customers’ upcoming needs, before they’ve signaled any intent.
For example, with Home Factors, PGM’s verified property intelligence, your targeting strategy is able to be more focused and strategic, allowing you to answer questions like:
- Which customers’ homes have a roof nearing end-of-life?
- Is the electrical panel outdated?
- Who is living in homes with potential water intrusion?
Having access to these details, particularly for brands in the home improvement and insurance industries, help you stay relevant and reach homeowners as soon as the decision making happens.
3. Lead with First‑Party Data (and Enrich It)
An astounding 81% of marketers are reporting roadblocks in building high‑performing audiences for 2026.
While the struggle is real, the solution is within reach. Enriching your first-party data to fill in the gaps helps you capture relevant details like:
- Household attributes
- Property insights
- Financial indicators
- Purchase intent
- Digital identifiers
By blending your first and third-party insights, your customer file is transformed into actionable segments that entice action and drive business impact.
4. Use New Mover Data as an Audience‑Building Catalyst
Moving is one of the most economically powerful life event triggers, causing a major shift in spending behaviors. And with nine out of ten new movers willing to try new brands, retaining their business needs to be your priority. But, how can you identify which customers are moving?
Enriching your audience with mover data pinpoints who is likely to move, in the process of moving, or has recently moved. With this intelligence, your campaigns are set up for success at key touchpoints in order to reduce the likelihood of brand defection.
For example, people spend an average of 74.8 days from listing to post‑move and 52.4 days in the “verified pre‑mover” phase, a stage where high intent buying behaviors are at their peak. What’s more? New movers increase their spending by 20% during the first 12 months after relocation.
The data is clear: Enriching your data with mover insights keeps you connected with your customers to preserve their loyalty.
5. Diversify Your Segments with Multi-Layered Attributes
Enriching your data with multi-layered attributes helps you build valuable details into basic customer profiles to capture attributes like life-event signals, vehicle ownership insights, financial propensity, and more.
For example, say you’re an auto dealership who wants to promote their new line of hybrid sedans to moms. Well, guessing who is a mom based on demographics like age and gender isn’t enough.
Instead of risking your ROI with a broad audience, multi-layered attributes help you fine-tune your mom audience.
Here are examples of actionable attributes you could include in your data enrichment program:
- Presence of children under 18 (household insights)
- Indidcate high financial propensity for mid‑range vehicle upgrades
- Recently browsed eco‑friendly product categories (shopping intent)
- Own older sedans with increasing service frequency (automotive insights)
Next Steps: Data Enrichment for 2026
Data enrichment is the key to thriving in 2026. You might have a lot of data, but ask yourself, “Is this enough to meet and exceed our KPIs? There’s a good chance it’s worth improving upon. Bridge the gaps in your customer database with essential contact information, demographic details like age and income, and deep behavioral insights into lifestyle and shopping habits. Contact us to get started.
