Do you know that your business records and customer data have a direct impact on the decision making process and marketing campaigns? As with time, entrepreneurs improve their business processes to boost productivity, they must also refine and enrich the database at regular intervals to maximize efficiency and consistency across the enterprise. The process of enhancing, refining and improving the quality of data is known as data enrichment. It includes validating, standardizing, correcting and updating the information as it plays a pivotal role in determining a business’ growth and success.