Dramatic Improvement in Website Visitor Deanonymization Rates
As you may be aware, Dun & Bradstreet acquired Orb Intelligence, the prominent digital business identity and firmographics data provider, earlier this year. Today, we are pleased to announce that we have completed the integration of their data into our global IP to Dun & Bradstreet Data Cloud. This data combined with Dun & Bradstreet’s cookie-to-D-U-N-S® Number matching technology has shown as much as a 40% improvement on our website visitor deanonymization rates.
If you are using the Dun & Bradstreet tag on your website to help deanonymize your website visitors, you are automatically enabled to take advantage of this improvement. No action is required on your part. If you are not using the Dun & Bradstreet tag and would like to test it, please reach out to your customer success manager or account representative.
Automatic Import of Opportunity Data for your CRM
Have you ever wanted to segment your target accounts based on their opportunity stage in CRM? D&B Lattice can now automatically import opportunity stage data from CRM each week, enabling you to target and engage with your target accounts depending on the stage of the buyer journey they’re in. To learn more about how to setup the import, checkout this post on the support portal. This feature is currently in beta. Let us know if you are interested testing it!
Automatic Import of Marketing Activity Data for your Marketing Automation Platform (MAP)
We’ve added more features to our MAP connectors – you can now automate the import of your marketing activity data of your accounts and contacts into D&B Lattice. This lets you segment your accounts and prospects based on how they have engaged with your campaigns (e.g. subscribed, opened an email, completed a web form), enabling you to personalize your messaging and accelerate them through the buying journey. To learn more about how to setup the import, checkout this post on the support portal. This feature is in closed beta. Let us know if you are interested in testing it!
Digital Audience Taxonomy Refresh
Each year we optimize our taxonomy of digital audiences based on the feedback received from our customers and the marketplaces that we partner with. One of our major initiatives for this refresh was focusing on cleaning up our taxonomy to better address your needs for account based advertising. We have removed the Company Name (ABM) segments from our standard (off the shelf) taxonomy. Audiences for account based advertising can be created through our Custom ABM capabilities that we have always offered, with options to send us a list of account names, D-U-N-S® Numbers or suppression lists to ensure you reach the accounts that matter the most to your campaigns.
To see the updated view of our digital audience segments, head to the resources section of the product page.
Improvements to the Data Cloud
We’re constantly improving our Data Cloud and we’re excited to announce some major enhancements! Dun & Bradstreet has launched a new data service that offers faster data refreshes, increased data fill rates and improved data accuracy, and we’re proud to announce that Lattice is now powered by this service. This upgrade also ensures that the same data is now in D&B Hoovers, DataVision and D&B Lattice. And the best part is, you automatically reap the benefits – no assembly required!
In addition, Dun & Bradstreet has invested in improved web data with our acquisition of Orb Intelligence. Starting with this release, Lattice customers benefit from Orb’s best-in-class business website data. This web data improves match accuracy as well as web data coverage for data categories such as Intent, Online Presence, Technology Profile, Website Keywords and Website Profile.
With these upgrades, customers on average may see a 10% increase in US web data file rates, a 20% increase in international data fill rates and a 10% increase in website accuracy\.
But that’s not all! Here are some additional exciting enhancements:
- We’ve enabled data exporting from D&B Lattice for up to 30 attributes, including the D-U-N-S® Number, which can help you achieve a single source of truth in other platforms
- 109 additional attributes such as Growth Trajectory, Spend Capacity, Decision HQ, and detailed financial data to enable advanced segmentation and targeting use cases
- We’ve also added a handful of new company attributes for our European customers, including: UK SIC Code, UK Registration Number, and sales figures in Pounds Sterling and Euros
For more details on the Dun & Bradstreet Data Cloud updates, please see our Release Change Report and Data Dictionary in the help center.
Updates to Eloqua Fields
We also refreshed a handful of our Eloqua fields in D&B Lattice to better resonate with your segmentation needs.
Old Field Name
New Field Name
Account - Description
Account - LaunchDate
Campaign Launch Date
Account - Display Name
Account - PlayID
Following fields were added:
- Do Not Mail
- Do Not Call
- Address Street 1
- Address Street 2
The following fields were deprecated in the D&B Lattice drop-down menu. These fields were legacy items and do not have new fields to map to or were covered above.
- Account – ExternalID
- Account – SfdcAccountID
- Account – ExpirationDate
- Account – SfdcContactID
- Contact – SfdcContactID
Refer to documentation on Eloqua fields in the help center for additional information.
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