The deal follows and complements Dun & Bradstreet’s July 2019 acquisition of Lattice Engines, further helping the company to provide clients with valuable industry data, analytical applications and technology. Through the acquisition, Dun & Bradstreet customers will gain a growing portfolio of digital solutions and expertise, including:
- Linked Digital Identity: The cross-validation of online and offline data sources aims to create an accurate and comprehensive view of businesses and attributes that can be used for digital ABM initiatives and targeting.
- Digital Activation: Orb Intelligence data will provide continuous improvements to D&B Audience Targeting, D&B Visitor Intelligence, D&B Hoovers and D&B Lattice, aiming to improve the reach and accuracy of anonymous visitor match, programmatic targeting and sales outreach.
- Measurable Impact: The combined data cloud aims to simplify the connection and segmentation of audiences, the creation of AI models and the activation of channels through the D&B Lattice Customer Data Platform (CDP), to help marketing and sales teams deliver data-driven campaigns.
"The acquisition of Orb Intelligence cements our strategy to link the digital and physical worlds in the largest global repository of B2B data and to provide enriched firmographic data to customer profiles to help our clients more effectively execute campaigns to improve customer interactions and revenue returns," said Michael Bird, President of Sales & Marketing Solutions at Dun & Bradstreet, in a statement.