D&B Launches Identity Solution ID Graph Plus

Veteran business information company Dun & Bradstreet (D&B) has unveiled D&B ID Graph Plus, a new identity solution connecting consumer insights with comprehensive B2B2C linked data and digital intent signals.

D&B was established in the UK in 1841, and today provides business decisioning data and analytics worldwide, including Data Cloud solutions to grow revenue, lower cost, mitigate risk and manage business transformation. The firm prides itself on adherence to responsible data principles covering privacy and transparency.

D&B ID Graph Plus promises marketing teams help in building impactful omnichannel marketing campaigns, enhancing their addressable audiences and identity capabilities. The new solution uses the 'D-U-N-S® Number', a unique identifier assigned to businesses around the world to ensure accurate identification and linkage of firms; and similarly for individuals promises 'Persistent Key at the Person-Level', allowing accurate tracking and retention of identities across various off-line and digital signals and attributes, including Mobile Advertising IDs (MAIDS) and postal address data.

ID Graph Plus taps D&B data with more than 50,000 attributes, including digital signals such as intent, interest, demographics, lifestyle and ownership. The firm's B2B2C linked data adds an array of raw individual data points based on 83 million B2B2C contacts with linkages between professional and consumer personas. These are used to associate business characteristics to consumers and consumer characteristics to businesses.

The new tool can be integrated and accessed within a marketer's first-party data environment or through cloud-based data collaboration and management platforms including Google Cloud, Amazon and Snowflake. Its data intelligence and signals are immediately actionable in marketing, retail and media platforms and services including LiveRamp, The Trade Desk, Salesforce, Adobe, Nielsen, Marketo, Facebook and LinkedIn.

Eric Kider, General Manager of Sales & Marketing Solutions says the tool sets 'a new standard in audience intelligence', adding: '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'.

Web site: www.dnb.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.