Data enrichment – a force multiplier in a big data environment

As you have probably heard or read, IBM's Marketing Cloud recently published that "90% of world's data today has been created in the last two years alone." Growing daily at 2.5 quintillion bytes of data daily, this number will only explode over the next few years. This may seem impressive, but much of it is simply raw data. Nonetheless, you may point out that with all this data we are advancing technology, improving outcomes, enriching lives and making better decisions. However, how vastly improved these outcomes could be if all this data was enriched?