The service industry company used D&B data to standardize account creation and industry mapping, improving CRM accuracy and segmentation. This enabled consistent processes and clearer go-to-market strategies.
A service industry company faced a major challenge due to non-standardized account data, which led to inconsistencies in customer profiling and reporting. Additionally, the absence of trusted third-party guidelines for mapping accounts to industry verticals created ambiguity in segmentation and targeting strategies. This lack of clarity hindered strategic decision-making and marketing effectiveness. To overcome these issues, the company opted to initiate a data enrichment program
The company struggled with fragmented and inconsistent account data across systems, making it difficult to maintain a unified view of customers. Additionally, the absence of a standardized internal taxonomy for industry verticals led to confusion in segmentation and reporting, impacting strategic planning.
Externally, the lack of reliable third-party guidelines for industry mapping created ambiguity in aligning accounts with market benchmarks. Moreover, integrating external data sources posed technical and compliance hurdles, especially when ensuring data accuracy and privacy standards.
D&B played a pivotal role in resolving the company’s data challenges by leveraging its Hoovers license to incorporate DUNS numbers and US 8-digit SIC codes. This enabled accurate mapping of organizations, their parent hierarchies, and industry verticals. Additionally, D&B enriched the CRM account data by integrating verified registered company information, significantly improving data quality, consistency, and segmentation accuracy. This helped streamline reporting and enhanced confidence in strategic decision-making.
Product
Hoovers
Industry
Service Industries
Function
Account Data Enrichment
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