Purisma Solutions

Dun & Bradstreet Optimization

Many companies complement their own customer intelligence with 3rd-party reference data sources, such as Dun & Bradstreet (D&B) Sales and Marketing Solutions, to help gain more detailed insight into purchasing trends by market segment, or understand total customer organizational structures. Armed with such information, companies can uncover cross-sell opportunities that ultimately result in increased revenue and customer retention. 

The D&B solution delivers a comprehensive database of information and attributes for more than 100 million corporations around the world, but because of the complexities in matching and aligning D&B data and hierarchies with in-house systems and databases, getting the right data to drive quality marketing and sales decisions in a timely fashion can be difficult. Companies face several challenges in maximizing their investment in D&B’s service, including:

• Maximize match quality across D&B and internal customer databases and contact records
• Customizing the view of the “customer” for different business users across the organization
• Create and manage a master customer record that combines the best of D&B and internal data values
• Exchanging information between in-house databases and the D&B information service as well as resolving exceptions and conflicts
• Manage integration of D&B data with marketing databases and business applications from a central hub

To address these challenges, a team of sales operations, marketing, and the enterprise IT staff typically works together to build custom solutions or limit usage of the data. These custom solutions often involve database coding, custom script writing, Excel spreadsheet creation, and a significant amount of manual data correction—all of which is expensive and, often, still does not meet the needs of the business.

Getting the Most Out of a D&B Investment with Purisma

Using Purisma’s innovative, solutions-driven approach to master data management (MDM) in conjunction with the D&B information service, companies can enhance customer information, improve business decisions—and maximize their D&B investment.

Purisma addresses D&B integration issues in a flexible, automated, and scalable way.  By creating a single repository of customer data that contains enriched, cleansed, and reconciled customer data, Purisma enables companies to more effectively leverage customer data in enterprise systems, data warehouses, marketing databases, and composite, SOA-based applications. Purisma maximizes investments in D&B by:

• Ensuring Match Quality—Purisma Data Hub increases the percentage of records that are matched across internal systems and with the D&B solution.

• Customizing the View of the “Customer”—Purisma Data Hub builds and manages hierarchies that are based on D&B’s corporate linkage information and can manage multiple alternative views of those customers. 

• Optimizing Customer Contact Information—Purisma enhances and integrates contact information by aligning D&B provided information with account information from multiple applications

• Automating the Information Exchange Process and Managing Exceptions—Purisma simplifies the complexities of file exchange and D&B data refresh.

• A Hub for Integrating D&B data with Multiple Applications— Purisma provides a single point for managing customer data integration between D&B and all consumption points in the enterprise. 

By deploying the Purisma Data Hub in conjunction with D&B Sales and Marketing Solutions, companies can maximize their investment in external data sources. Purisma automates the matching, unification, exception management, and data exchange processes, improving data accuracy and usability while reducing operational complexities.