Data Enrichment and Location Intelligence Emerge

The 2025 Outlook: Data Integrity Trends and Insights Report is here! Precisely partnered once again with Drexel University’s LeBow College of Business on this report, which is filled with actionable strategic insights from over 550 leading data and analytics professionals worldwide – and it’s going to be an essential resource for planning 2025 data strategies.

One major finding is that data enrichment and location intelligence have emerged as differentiators among organizations aggressively seeking innovation, operational efficiency, and competitive advantage in the marketplace. This year, there was 62% growth in spatial analytics (from 13% in 2023 to 21% in 2024) and 22% growth in data enrichment (from 23% in 2023 to 28% in 2024) as priorities for data integrity initiatives.

Location Intelligence Powers a Wide Range of Use Cases

Most businesses store information about their offices, customers, suppliers, and investments – and this data often includes addresses. Data about the world around those addresses is increasingly used to generate location intelligence that allows organizations to pursue operational efficiencies and competitive advantages.

To fully harness its potential for enhanced analytics, reporting, and informed decision-making, addresses must be of the highest quality. Achieving this integrity requires tools to clean up existing information and derive new location-based attributes through spatial analytics and data enrichment.

The 2023 report noted: “Given organizations’ reliance on context for decision-making, data enrichment and spatial analytics are emerging as business-critical technologies poised for growth.”

• In 2023, only 13% of respondents called out spatial analytics as a priority for data integrity initiatives. In 2024, that number jumped to 21%.

• In 2023, only 23% of respondents reported data enrichment as a data integrity priority. In 2024, that number grew to 28%.

These numbers represent a year-over-year increase of 62% for spatial analytics and 22% for data enrichment – demonstrating significant growth in both initiatives reported by this year’s respondents.

In this year’s survey, respondents shared a wide range of uses for location intelligence:

• Validating, standardizing, and improving address data quality (34%)

• Optimizing product and service delivery (31%)

• Targeted marketing with customer demographics and segmentation (27%)

• Fraud detection (24%)

• Understanding service boundaries (17%)

• Performing site selection and optimization (15%)

• Assessing risk or processing claims (14%)

• Analyzing property valuation (13%)

Challenges Persist in Leveraging Location Intelligence to Its Fullest Potential

The commercial applications of location intelligence are extensive, but they can’t succeed without location data that’s fit for purpose.

A significant challenge lies in addresses, one of the most common forms of location data. Thirty-seven percent (37%) of U.S. respondents reported low-quality address data as one of the top challenges inhibiting the effective use of location data.

Privacy and security concerns are also a major barrier, with 48% of respondents citing them as the most common challenges to using location intelligence for decision-making. With growing legislation protecting personally identifiable information (PII), combining location with other data, such as phone numbers, is becoming increasingly regulated.

Data Enrichment is on the Rise

Given the growth of data enrichment as a key data integrity priority, a closer look at how organizations are enriching internal data with third-party attributes is essential.

The primary types of third-party data in use are:

• Consumer demographics (29%)

• Administrative, community, and industry boundaries (28%)

• Customer segmentation (28%)

• Address and property details (28%)

However, using third-party data for enrichment presents its own challenges. The most significant obstacles reported by respondents include:

• Cost (50%)

• Data format consistency (45%)

• Data quality (43%)

As demand for data-driven decision-making grows, the importance of rich context and location intelligence cannot be overstated. Organizations with the right tools for spatial analysis and data enrichment will be positioned to gain critical insights and innovate, setting them apart from competitors.

The Rise of Connected Data Will Spark Major Innovation in 2025

As mentioned earlier, even greater advancements are expected in the world of data enrichment and location intelligence this year.

As data integrity becomes increasingly critical for organizations aiming to make informed decisions, data enrichment—augmenting internal data with curated third-party data—has fast become a core strategy. This is particularly important for companies leveraging AI and machine learning, where the quality of data directly impacts outcomes. Despite its potential, many organizations still face challenges in the time-consuming and manual processes required to integrate third-party data accurately.

In 2025, the market will evolve to meet this demand, with innovations aimed at simplifying data enrichment complexities and accelerating time-to-value. Organizations will increasingly seek trusted third-party data portfolios that integrate seamlessly, creating a connected data network with mapped relationships across datasets. Expect to see stronger collaboration between data providers, creating a cohesive ecosystem of enriched data.

Elevate Your 2025 Data Strategy

To learn more about the latest trends in location intelligence, data enrichment, and emerging trends, explore the 2025 Outlook: Data Integrity Trends and Insights Report. Get the latest information to help shape a winning data strategy and understand how it compares to industry peers.