Data enrichment is a process that enhances refines or otherwise augments existing data, typically with imported datasets, to generate location-specific information. This helps analysts create actionable insights from incomplete inconsistent or incorrect data. Geocoding can standardize address data into latitude and longitude coordinates, while routing information can calculate distances between points and optimize routes. Enriching point data with areas of influence analysis creates contoured lines displaying calculated levels over a surface area, enabling precise definition of polygons. Incorporating demographic measures provides additional context on customer or target audience characteristics, such as age, race, education level, occupation, average income, and political party affiliation. By implementing data enrichment, businesses can turn raw data into profitable outcomes and support location-driven decision making.