D&B, Acxiom Joint Venture Aids SoHo Market Targeting
Dun & Bradstreet has linked with Acxiom Corp. to create MaxMatch, a service that provides information on small office/home office (SoHo) businesses and their proprietors.
SoHo businesses with revenue less than $25,000 do not qualify for a D-U-N-S number (an identifier that D&B assigns to businesses in its main file). MaxMatch assigns these firms and, in some cases, their owners, a nine-digit number that allows the company to track them.
Marketers send their prospect lists to Murray Hill, NJ- based D&B. During the first stage of MaxMatch, the company performs several hygiene operations before appending a wealth of business demographics data.
Any prospect that does not come up with a match is then sent to Little Rock, AR-based Acxiom, where it is run through its AbiliTec system. Acxiom’s consumer data gives a marketer a more complete picture of a potential customer; in addition to basic information such as telephone number and geocoding, this can also include individual demographic and lifestyle data.
