Dun & Bradstreet’s New Tool to Create 360-Degree Customer Profiles

Dun & Bradstreet has unveiled a new identity solution that connects consumer insights with comprehensive B2B2C linked data and digital signals.

The D&B ID Graph Plus uses validated B2B2C identifiers, which are then enhanced by consumer intelligence and digital signals. The ID Graph is also associated to the D-U-N-S Number, a unique identifier assigned to businesses that provides business data linkage to ensure precise and compliant identity resolution.

Users are given an ideal person profile (IPP) to deploy consistent, scaled omnichannel marketing campaigns and effectively engage consumers across various communication channels.

Enabling Personalized Interactions

The strength of D&B ID Graph Plus lies in the company’s coverage of business and consumer data, which encompasses more than 50,000 digital signals attributes such as intent, interest, demographics, lifestyle and ownership. Using these attributes, teams can better understand their buyers and create more accurate campaign messaging.

“D&B ID Graph Plus provides a significant leap forward in personalizing the buyers’ journey with precise audience targeting that supports the maximization of campaign reach and effectiveness — setting a new standard in audience intelligence,” said Eric Kider, General Manager of Sales & Marketing Solutions at Dun & Bradstreet in a statement. “In an age where buyers expect personalized interactions with brands, we are combining innovative data integration with enriched customer insights to bridge the gap between consumer and business data for a better understanding of market dynamics and customer behaviors.”

Integration Across Platforms

B2B2C linked data also features raw individual data points that marketing teams can associate with business characteristics to consumers and consumer characteristics to businesses. There are more than 136 million B2B professional contacts, 250 million consumer contacts and 83 million B2B2C contacts with linkages between professional and consumer personas.

Ed King, Co-founder and CEO at Openprise, said D&B ID Graph Plus provided the most reliable and actionable data to help their customers reach ideal audiences with personalized, scalable marketing programs. “The ability to seamlessly integrate first-party data with Dun & Bradstreet’s business and consumer IDs and intelligence gives our customers the power to target audiences and drive impactful marketing campaigns accurately,” he said.

Companies can integrate and access the tool within their first-party data environment as well as through cloud-based data collaboration and management platforms such as Google Cloud, Amazon and Snowflake. Data intelligence and signals are actionable for advertising, marketing, retail, and media platforms and services, including LiveRamp, The Trade Desk, Salesforce, Adobe, Nielsen, Marketo, Facebook, and LinkedIn among others.