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 commitment to Data Quality, we have established the following metrics across three key areas: coverage, accuracy and insight.

Coverage: Our customers expect us to deliver the most comprehensive set of global business information, and we have set specific guidelines on the level of coverage across the key fields that our customers use to identify and segment their customer relationships.

  • Dun & Bradstreet delivers industry-leading levels of coverage on the most critical attributes customers need to identify and grow relationships. Success on the core Identity Data Elements (Business Name, Address, Telephone, Primary Contact Name, SIC) is measured by 90% of the active records in a market having complete Identity Data.
  • Additionally, 60-80% of the active records in each market contain Firmographic Data Elements (Sales or Employees and Year Started), enabling users to properly segment and target existing or new relationships.

Accuracy: it is not enough to have the most records in our global database; Customers rely on Dun & Bradstreet to provide the most accurate information to ensure they can correctly identify their own customer relationships.

  • Dun & Bradstreet currently measures success in this area by having greater than 90% accuracy of Identity Data Elements (Business Name, Address, Telephone, Primary Contact Name, SIC) in our global database.

Insight: The best way Dun & Bradstreet can help customers grow their business relationships is by providing insight into what businesses are likely to do in the future. This insight can help customers understand where there is risk in their existing relationships, which existing relationships are growing vs. declining, and which new customer segments will be highly likely to engage in a new relationship.

Dun & Bradstreet’s ability to provide these insights is in large part determined by the depth of additional information captured for each business. Dun & Bradstreet has defined the following standards for insight data:

  • Trade (or Payment) Experiences provide historical data on how a business has managed their business relationships. Dun & Bradstreet aspires to have at least one trade experience for at least 45% of the active records in our global database, with greater than 30% of the active records having three or more Trade Experiences.
  • Financial Attributes or Proxies – 20-30% of the active records in our database will have some level of prior-year financial details.
  • Family Tree Linkage – 20% of the active records will contain Family Tree Linkage.

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