Custom Data Enrichment

Unlock Revenue-Driving Personalization for Marketing & Sales

Humanize Your Data

Custom Data Enrichment is our core service for humanizing enterprise data. We build a behavioral layer that integrates with your existing CRM, marketing, sales, and analytics systems. This infusion gives you a deeper understanding of the people behind your data, allowing you to seamlessly personalize all your interactions.

The system captures three layers of behavior for every client, prospect, and lead:

  • Natural Behaviors: instinctive, hard-wired traits

  • Learned Behaviors: developed with experience and education

  • Situational Preferences: including needs and wants

Personalization leads to extreme value creation opportunities that didn't exist before.

 

The Value of Personalization

McKinsey's research on personalization at scale points to a consistent, material return, concentrated in marketing and sales.

+5 to 15%

Revenue Growth Per Year

+10 to 30%

Marketing ROI

-50%

Cost of Client Aquisition

But, without the behavioral data layer that explains how people communicate, decide, buy, manage money, and respond to engagement, organizations must rely on intuition (which is only about 28% accurate), leading to wasted marketing spend.

How Custom Data Enrichment Works

1 Icon

Build the Foundation

Data Warehouse

Consolidate fragmented client, employee, and operational data into one central, structured repository.

2 Icon

Enrich the Data

Digital Scan

Add a behavioral layer to existing records, at scale, with no assessment required.

3 Icon

Apply Personalization

Marketing & Sales

Utilize enriched profiles in marketing and sales, where personalization pays back the fastest.

Implementation Process Details

STEP 1: Build the Foundation — Data Warehouse

Behavioral data cannot enrich what is fragmented. So, before any enrichment can happen, an organization needs a central repository where client, employee, and operational data are consolidated, structured, and made usable. So we build an enterprise data warehouse.

We help organizations design this foundation through a behavioral-science-led organizational data strategy, typically guided by a data strategist who understands both advanced analytics and human behavior. In practice, this means:

  • Defining the business objectives that determine which data actually matters

  • Identifying and aligning key data elements across CRM, marketing, sales, and operational systems

  • Uncovering data that already exists but is siloed across divisions

  • Auditing, harmonizing, and improving data quality so it is accurate and consistent

  • Classifying and structuring the data so it can support multiple applications, not just one project

With DNA Behavior's support, most organizations can begin a data-driven behavioral project within 30 days using existing data elements.

Digital Scan_Custom Data Enrichment

 

STEP 2: Enrich the Data — Digital Scan

Once the data foundation is in place, we enrich client, prospect, and lead records at scale using our Digital Scan technology, without requiring people to complete a traditional assessment.

Depending on an organization's infrastructure and compliance requirements, this can be delivered through DNA Behavior's own systems, through the client's technology environment via API, or within a secure data clean room. In every case, the outcome is the same: demographic, transactional, financial, and relationship data are combined with a new behavioral layer that reveals communication style, decision-making drivers, financial behavior, motivations, and purchase preferences.

STEP 3: Apply Personalization — Marketing & Sales

Every enriched profile can be used across the business, but the fastest and largest return consistently shows up in marketing and sales, where personalization converts directly into pipeline growth and revenue.

  • Campaign Personalization: messaging, offers, and creative adapted to each prospect's natural communication style

  • Lead Prioritization: scoring and routing leads based on behavioral fit, not just firmographic data

  • Sales Conversation Prep: giving reps a clear read on how a prospect prefers to be sold to before the first call

  • Retention and Cross-Sell: tailoring renewal, upsell, and win-back messaging to each client's decision-making style

Beyond Marketing and Sales

The same enriched data also supports other parts of the business, though marketing and sales typically see the value first and fastest.

Employee Experience Client Experience Organizational Structure
Recruitment and Onboarding
Financial Planning and Advice
Innovation and Strategy
Team Building and Culture
Product and Service Design
Risk, Compliance, and Governance
Leadership Decision Making
Support and Service Conversations
Technology and Data Strategy

What Comes Next?

HelixBOS

Once your data has been enriched, it can power the Helix Behavioral Operating System (HelixBOS), our follow-on service. It runs enriched profiles through a centralized behavioral AI decisioning engine to align teams, guide decisions, and personalize engagement across the whole business, not just marketing and sales.

HelixBOS is a natural next step after Custom Data Enrichment, and we can walk you through it separately after your data foundation is in place.

Learn More About HelixBOS

Custom Data Enrichment

 

Enable Personalization at Scale

When you partner with us, behavioral intelligence can become a genuine operating capability rather than a one-time report.

Book a Call

 

Behavior Tech Implementation

When you are not used to building an app or a tech platform, the task ahead can be daunting. Extreme clarity is required between you and the tech team, so there are no missed expectations. Consideration must be given to how the app will connect to the outside world, the design of its architecture, and your organization’s workflow. Therefore, we can step in and guide our ISV partners in gaining clarity for the scope and design of their unique behavioral-based business solution which will be using the DNA API.

Managing Behavioral Variability in Organizational Decision-Making

A significant business challenge for CEO’s and leaders is the financial cost, brand risk, and governance risks of highly variable decisions being made by different executives and advisors for similar transactions and situations. Research shows that the variances for similar transactions (such as in hiring, risk assessment, pricing, claims, valuations, diagnosis, and the like) are often between 30% to 70% and are caused by systemic behavioral biases and random noise elements.

Our Behavioral Variability program will help your organization identify, audit, measure, and manage the inherent behavioral variability because different people make decisions with different behavioral styles.

Further, our solutions to the problem will include the use of behavioral technology, organizational systems design, training, and digital twins. The digital twins will involve cloning the decisions of the best decision-makers using artificial intelligence technology.

A Phone showing DNA Behavior Consulting Steps. Identify, Audit, Measure, Manage.
 

Unleash Your Quantum Leap Capability

If you are an entrepreneur, CEO, leader, advisor, coach, or any other growth-minded person seeking to radically change the trajectory of your life and business, there is nothing more important than the health and fitness of your heart and brain. The heart and brain are the ultimate technologies for your long-term success. Our in-depth DNA Quantum Leap program will help you build greater behavior and money-consciousness to eliminate the primary impediments that flow through every dimension of your life and business whether you are looking to expand, exit, or make a high-stakes decision. Our carefully curated program addresses the following key components that will help you achieve performance beyond exponential growth:

  • Quantum Leap Capacity Expansion

  • Authentic Identity Empowerment

  • Quality Life Longevity

  • Money Energy Amplification

  • Business Performance Acceleration

Our programming can be customized to include the consulting services modules at the bottom of the page.

Consulting_Increased Consciousness
 

Behavioral Risk Management

The Deloitte 2023 Workforce Risk Survey shows that only 40% of organizations have a clear definition of workforce risk and less than 10% of executives say they are satisfied with how their organization monitors risk. Our goal is to help the CEO and senior leaders predict where the risk issues will be and determine the solutions needed to overcome them. Risks often relate to the “behavior gaps” caused by different behavior and money attitudes across the organization. If the risks are comprehensively identified, which often does not cost a lot to do in relative terms, there is a substantial revenue, productivity, profitability, and employee engagement upside.

In particular, we seek to predict and help manage the behavioral risk issues coming from areas such as:

  1. The inability to achieve profit forecasts and the resulting leadership decision-making that may occur if the forecasts are not met

  2. The potential for flawed decision-making in key business areas caused by systemic and variable behavioral biases impacting perspectives, perceptions and judgments

  3. The lack of psychological safety where there is an organizational culture breakdown caused by dominant behaviors shutting down others, poor communication from the top down, and people not working within their talents and capabilities

  4. The performance and communication gaps caused by different team behavioral styles that are not understood, accepted, and respected

  5. People overseeing compliance whose talents are a mismatch for the role, and/or dominant leaders who may side-step compliance

  6. A lack of suitability in the solutions offered to clients and usually poor communication between the advisor/sales team and clients leading to costly complaints and claims

  7. Rogue employees not identified and/or supervised with the right internal controls