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Q&A with Dun & Bradstreet on Data Quality and Fraud

February 27, 2017

In advance of Lotame Spark Summit, our annual conference for Data Management Clients taking place in NYC on March 7th, we sat down with Dun & Bradstreet to discuss one of the many key topics that will be covered on this year’s agenda data quality and fraud. Find out more in this week’s Lotame Spark Spotlight!

Q:  All marketers worry about the quality of their data, especially when they add third party data to the mix. How does Dun & Bradstreet ensure high data quality?

A: At Dun & Bradstreet we are committed to providing our customers with the highest quality data available. We define data quality by asking ourselves four questions:

  • Is the data accurate?
  • Is the data complete?
  • Is the date timely?
  • Is the data globally consistent?

To answer these questions, we take our data through a process we call DUNSRight, in which we collect, aggregate, edit, and verify data from thousands of sources daily so that our customers can use the information to make profitable decisions for their businesses. Our ability to turn an enormous stream of data into high quality business information is what sets us apart from our competitors. The foundation of DUNSRight™ is Quality Assurance which includes over 2,000 separate automated checks, plus many manual ones, to ensure the data meets our high quality standards. In addition, five quality drivers work sequentially to collect and enhance the data.

  1. Global Data Collection brings together data from a variety of sources worldwide.
  2. We integrate the data into our database through our patented Entity Matching, which produces a single, more accurate picture of each business.
  3. We apply the D-U-N-S® Number as a unique means of identifying and tracking a business globally through every step in the life and activity of the business.
  4. We use Corporate Linkage to enable our customers to view their total risk or opportunity across related businesses.
  5. Finally, our Predictive Indicators use statistical analysis to rate a business’ past performance and to indicate how likely the business is to perform that same way in the future.

The output of this extensive process? High quality business information, available through powerful Dun & Bradstreet solutions or to embed in your own applications, so you get just what you need, all in one place.

Q: After I incorporate all of my data sources into my database, what type of hygiene do you recommend to maintain data quality?

A: Data fuels the MarTech stack; it drives more effective profiling, targeting and messaging and is a major determinant in the overall success (or failure) of demand generation efforts. In fact, D&B’s B2B Marketing Data Report 2016 shows that 75% of respondents say that accurate and complete data is critical for achieving their marketing goals for 2016 (ranking it 8 or higher out of 10 ). And 39% of the respondents rank it as a 10 in terms of importance. We recommend you explore the following:

  1. Discover Areas of Opportunity: Work to map out areas across your business that would be positively impacted with better data.
  2. Assess the Status of Your Data: Run a complimentary Data HealthScan from Dun & Bradstreet.
  3. Amp Up Your Data: Append additional intelligence to your database for optimal targeting and segmentation efforts through Workbench Data Optimizer.

Q: There is a certain segment of our population that does not trust advertisers and sees some digital ads as intrusive. Are there ways to mitigate this perception?

A: First and foremost, the relevance of ads is of paramount importance. Advertisers must make sure their messages are directed to the right audiences in order to provide value, establish trust, and create a positive buying experience. Buyers are less likely to have a negative reaction to an ad that is well targeted with accurate audience data grounded in facts. Advertisers must do their due diligence to vet data vendors by asking questions like:

  • What are the sources of your data, and how often are they updated?
  • Is the data probabilistic or deterministic?
  • How is the data verified?
  • How is the data onboarded and delivered to destination platforms?

In addition, the IAB Tech Lab has launched the LEAN Ads Program to help combat this issue. LEAN stands for Light, Encrypted, Ad choice supported, Non-invasive ads. These are principles that help guide advertising technical standards for the global digital advertising supply chain. Abiding by these principles will help ensure that ads are not intrusive.

  • L: Light. Limited file size with strict data call guidelines.
  • E: Encrypted. Assure user security with https/SSL compliant ads.
  • A: Ad Choices Support. All ads should support DAA’s consumer privacy programs.
  • N: Non-invasive/Non-disruptive. Ads that supplement the user experience and don’t disrupt it. This includes covering content and sound enabled by default.

Learn how to make sure your ads are LEAN by visiting this link.

Q: Is ad fraud something I should be worried about as a marketer? Is there something I should be doing to help fight it?

A: A recent study by the IAB and Ernst & Young estimated that $8.2 billion can be saved each year if the digital advertising industry works together to eradicate corruption across the supply chain. The Trustworthy Accountability Group (TAG) is a cross-industry group created by the 4A’s, ANA, and IAB to spur transformational improvement at scale across the digital advertising ecosystem, focusing on four core areas: eliminating fraudulent traffic, combating malware, fighting ad-supported Internet piracy to promote brand integrity, and promoting brand safety through greater transparency. In partnership with Trustworthy Accountability Group (TAG), we at Dun & Bradstreet are helping tackle this problem by verifying the legitimacy of businesses in the ad tech ecosystem. You can visit the TAG website at www.tagtoday.net, or reach out to TAG with your questions at info@tagtoday.net to start the application process to help eliminate ad fraud by being a TAG registered advertiser. Hundreds of companies have already joined the movement with TAG and Dun & Bradstreet. Approved companies will receive a “TAG Registered” seal and a unique identifier enabling them to identify their ads to partners across the digital supply chain. In coming months, TAG Registered companies will have the ability to match their unique TAG identifiers with a Payment ID system to ensure that payments made in the digital ad ecosystem are going to legitimate companies.

Q: How does Dun & Bradstreet work with Lotame?

A: Lotame is a leader in the DMP space and committed to growing their B2B customer base. As such, D&B is proud to partner with Lotame to bring the world’s largest commercial database to Lotame customers with a few clicks of a mouse. Data and metrics are the baseline for modern marketing success, and D&B is committed to making our data available to you in the platform of your choice.