Filling in the Gaps: Determine the precise need for third-party data to maximize its use in MDM

I eventually joined D&B to manage its strategic alliance with Oracle, and during my three years there, I worked closely with a number of D&B's customers who were implementing Oracle's Customer Hub. For B2B, the biggest player in third-party content continues to be D&B. As of May 2008, D&B's global database contained information on 130 million companies. Other providers of business data include Austin-Tetra/Equifax, Experian and Cortera (formerly eCredit). * Extended attributes. There's a wealth of attribute information available from providers. Identity-related attributes for businesses include legal name and up to five alternative names or "tradestyles." Demographic attributes include year founded, number of employees, revenue and SIC code. Consumer attributes from providers like Acxiom include standard demographics like age, gender, income and education. But consumer data providers are going beyond that to "psychographics," attributes relating to personality, values, interests, attitudes or opinions.