The process of appending additional attributes such as demographics, behavioral signals, or place metadata to an existing dataset to increase its analytical depth.
In practice, this is usually the difference between a plain customer record (name, address) and one appended with dozens of additional attributes nearby POIs, estimated income band, mobility-derived interests that make the same record usable for modeling, segmentation, or personalization.
Further reading: What data enrichment adds to a dataset · Data enrichment use cases
