Welcome to the complete knowledge base on Dun & Bradstreet Data within Salesforce

This is your one-stop-shop for anything and everything you need to know about Salesforce’s premiere source of global company information. Together with Data.com, Dun & Bradstreet brings dramatically better data quality to customer records, which improves the performance of many crucial sales and marketing processes.

Using real-world examples, the guide describes how client companies can use Dun & Bradstreet data within Salesforce to gain competitive advantages, grow faster as a business, and delight their customers. Browse articles by category below, or use the search bar above to find answers to your questions. If you don't see an answer, use the "Submit A Question" button at the bottom of the page, and our data experts will be in touch with an answer.

Data Use Cases

  • Better Customer, Prospect, and Vendor Insight

    Know Your Customers Better Data Elements D-U-N-S Number Global Ultimate DUNS Annual Revenue Number of Employees Linkage Industry Classification - SIC/NAICS Latitude/Longitude Marketing Prescreen Score ...

  • Targeting the Most Profitable Account Types

    Target Most Profitable Account Types Data Elements D-U-N-S Number Global Ultimate DUNS Annual Revenue Number of Employees Linkage Industry Classification - SIC/NAICS Marketing and sales teams who de...

  • Argument-Free Territories

    Argument-Free Territories Data Elements D-U-N-S Number Global Ultimate DUNS Annual Revenue Number of Employees Linkage Industry Classification - SIC/NAICS Latitude/Longitude Marketing Prescreen Score ...

  • Finding the Right Targets

    Find the Right Targets Data Elements D-U-N-S Number Global Ultimate DUNS Annual Revenue Number of Employees Linkage Industry Classification - SIC/NAICS Latitude/Longitude Companies struggle how to qu...

  • Enhance Reporting and Analytics

    Reporting & Analytics Data Elements D-U-N-S Number Global Ultimate DUNS Annual Revenue Number of Employees Linkage Industry Classification - SIC/NAICS Latitude/Longitude MSA Marketing Segmentation Clus...

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Data Field Dictionary

  • Basic Fields Available in Data.com

    Below is a list of the foundational data fields available from Dun & Bradstreet with both the Data.com Clean and Prospector solutions inside Salesforce. Field Name Description Account Name The primar...

  • Advanced Account Fields Available in Data.com

    Below is a list of the advanced account data fields available from Dun & Bradstreet with both the Data.com Clean and Prospector solutions inside Salesforce. Field Name Description Annual Sales Volume...

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D-U-N-S Number

  • The D-U-N-S Number

    The Data Universal Numbering System (D-U-N-S) Number is a unique, nine-digit number assigned to every business location in the Dun & Bradstreet database that has a unique, separate and distinct operation. D...

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Corporate Linkage

  • Understanding Dun & Bradstreet’s Corporate Linkage

    Linkage, in general terms, is the relationship between different business entities or specific sites within a corporate family. Linkage occurs in the Dun & Bradstreet database when one business entity has f...

  • Linkage Classifications

    There are eight classifications of businesses within Dun & Bradstreet’s corporate hierarchy structure. Single Location Subsidiary: A single location subsidiary has a parent company that owns more than 50% ...

  • Corporate Family Tree Linkage

    Traditional Legal Corporate Linkage For those with majority ownership (> 50% of stock), there are two types of legal linkage relationships in Dun & Bradstreet’s database: Branch / Division t...

  • How Dun & Bradstreet Maintains Corporate Linkage

    Dun & Bradstreet uses a variety of manual and automated processes to ensure the Corporate Family Trees are both accurate and up to date. Changes to a Corporate Family Tree are most often detected by many of...

  • When is Corporate Linkage Helpful?

    Aggregate enterprise-wide revenue to understand significance of the overall customer relationship and clearly define your largest customers. (So you can know who your best/most profitable/largest customers are....

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Employees

  • Understanding Employee Figures, Codes and Modeling

    Dun & Bradstreet provides a set of Employee count fields that enable companies to gain insight into the relative sizes of their existing customers as well as target new companies in a particular size range....

  • What Are Employee Figures?

    Employees are generally defined as the total number of people who contribute to the sales and operations of a business, including principals and full or part-time employees. Number of Employees -- Location is ...

  • Employee Reliability Codes

    Since Employee figures can be represented as actual (collected figure), estimated (collected approximation figure), or modeled (derived), the Employee Reliability codes help customers understand which type of v...

  • Modeling

    Dun & Bradstreet’s Employee Model is a predictive scoring solution developed by Dun & Bradstreet's Global Decision Sciences Group. The model predicts the estimated number of employees at a specific busi...

  • Employee Figures Q&A

    Q: Does Dun & Bradstreet provide global modeling information globally? A: Yes, global modeling is implemented in the global data environment for most major countries and available to customers via Dun &...

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Industries

  • Industry Classification Codes: SIC and NAICS

    What Is an SIC Code? SIC stands for Standard Industry Classification. It’s a four-digit code created in the United States in 1937 and was designed to quickly group areas of production/industry. The SIC codes ...

  • The Difference Between SIC and NAICS Codes

    NAICS codes provide a greater level of detail about a firm's activity than SIC codes. NAICS includes 1,170 industries and SIC includes 1,004 industries. There are 358 new industries recognized in NAICS, 250 of ...

  • Why SIC and NAICS Codes Are Important

    Like the D-U-N-S Number, both SIC and NAICs allow a standardized and meaningful way to identify company business types. Companies who engage in business with the U.S. Securities and Exchange Commission (SEC) wo...

  • How to Use SIC and NAICS Codes

    Customers can use Industry Classifications in several key use cases to better understand their existing customer relationships, target the best segments for new opportunities, and drive more profitable growth b...

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Data Quality

  • Understanding the DUNSRight Process

    Dun & Bradstreet takes their data through a process they call DUNSRight™, in which they collect, aggregate, edit, and verify data from thousands of sources daily so that customers can use the information to...

  • How does Dun & Bradstreet gather and maintain its data?

    The process works like this: Global Data Collection brings together data from a variety of sources worldwide Data is integrated into the database through Dun & Bradstreet’s patented Entity Matchi...

  • Global Data Standards

    Dun & Bradstreet strives to deliver the most accurate and complete business information that customers need to drive growth in their own customer relationships. As part of Dun & Bradstreet’s ongoing com...

  • Understanding Active vs. Inactive Records

    The Dun & Bradstreet global database solution contains both Active and Inactive records. Within the Data.com offerings, Active records are defined as any record that is: Not Out of Business Unab...

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Financial/Credit Data

  • Understanding Delinquency Risk

    The Delinquency Risk field in Data.com utilizes Dun & Bradstreet’s Marketing Pre-Screen Score to provide a simple High, Medium, Low indicator on the likelihood of a business to become delinquent on its bill...

  • How Is Delinquency Risk Predicted?

    The Dun & Bradstreet Delinquency Risk Predictor was developed using a sample of approximately 2+M businesses active in the Dun & Bradstreet file, of which 489,000 paid severely delinquent during the 12-...

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Global Coverage

  • Data Quality and Global Account Coverage

    Dun & Bradstreet’s mission is to fuel global commerce – and they are committed to delivering real, meaningful visibility on enterprises worldwide. To do this, Dun & Bradstreet established the Dun & ...

  • WorldBase

    Dun & Bradstreet’s WorldBase file is the most comprehensive global database of standardized business information available. WorldBase is focused on the most critical data attributes and delivers a single se...

  • Dun & Bradstreet’s Worldwide Network

    Dun & Bradstreet ensures global coverage by combining a network of Dun & Bradstreet Owned entities and Dun & Bradstreet WWN Partners. WWN Partners cover markets where they have extensive in-country ...

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ID Resolution/Matching

  • Identity Resolution and Entity Matching

    Identity resolution is the process of identifying the unique business for a particular inputted record. In the case of CRM, uniquely identifying each of the customer records is critical to the success of CRM in...

  • Matching vs. Searching

    CRM Customers frequently use these two terms interchangeably; but there is a significant difference in what these terms mean – particularly in the context of CRM. When a customer is looking to perform a “match”...

  • MatchGrade: Why a Record Is Matched

    As part of the process of matching a customer input record, a qualitative evaluation is assigned for each component (attributes used for match) to create a MatchGrade pattern. Each potential match receives a M...

  • Confidence Code

    After assigning a MatchGrade string, Dun & Bradstreet provides a 0-10 numeric Confidence Code to indicate the likelihood this match candidate is the correct entity that matches the customer input record. A ...

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Annual Revenue

  • Understanding Annual Revenue

    Annual Revenue represents the annual sales attributable to products and services sold by an organization annually. The Annual Revenue may be derived from sales, gross revenue, commissions, or billings. Both th...

  • What Are Sales Reliability Codes?

    Annual Revenue represents the annual sales attributable to products and services sold by an organization annually. The Annual Revenue may be derived from sales, gross revenue, commissions, or billings. We prov...

  • Modeling Annual Revenue

    Sales figures are often some of the most difficult data to collect from businesses. Modeling is a cost-effective and efficient way to fill in these missing data elements for customers, as it provides an accura...

  • Annual Revenue Modeling FAQs

    Q. Do we provide this information globally? A. Yes, global modeling is implemented in the global data environment for most major countries; Q. How do we collect this information today? A. We collect this inf...

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