D&B Lattice now supports matching incoming web visitors and D&B Buyer Intent data to the Site D-U-N-S, Domestic Ultimate D-U-N-S, and Global Ultimate D-U-N-S. This means that you can now leverage any of these three account identifiers in your targeting & segmentation, depending on how broad your account criteria may be.
Note: Web Visitor and D&B Buyer Intent Data will be matched to the Site D-U-N-S Number by default
How will this impact how data is matched in Lattice?
Example: If a Lattice tenant is configured to match at the Domestic Ultimate (DU) Level any incoming intent or VI record will be matched to its Domestic Ultimate.
If two web visits from distinct sites share the same Domestic Ultimate, the DU record will have two web visits.
If the Domestic Ultimate record already exists in Lattice, the web visit will be attributed to this record. If the Domestic Ultimate record does not exist in Lattice a new record will be created. Creation of new records can be turned off in your tenant.
- Web Visits and intent can be configured separately to match at different DUNS levels
- If the configuration of DUNS matching for web visits or intent is changed only data loaded going forward will be matched using the new configuration.
Want to learn more? Ask your customer success manager to learn more about the feature. If you're ready to make a change to the match process, file a ticket with support indicating which data should be changed, and to which DUNS it should be matched.