In a competitive global business environment, an understanding of enterprise-wide information is crucial to making the right decisions. On the one hand there is a tremendous amount of data generated by day-to-day business operational applications. In addition there is valuable data available from external sources such as market research organizations, independent surveys and quality testing labs.

The advantage of integrating D&B data is that it combines the internal day-to-day data generated from SAP components (for example, SAP CRM or SAP R/3 or other operational systems) with the external market and business data from the unique business database of D&B. For example, a campaign manager can create target lists for marketing campaigns based on the analysis of the company’s market penetration data.

The integration has two overall aims:

• SAP BW master data is enhanced by additional company information provided by D&B.
• With the D&B Marketing Universe you can combine and compare your own sales data with D&B’s own global marketing database comprising over 27 million companies world-wide. A D&B Marketing Universe comprises for example all companies in Germany.

The D&B Marketing Universe empowers your company to better understand your customers and locate new market opportunities. You can analyze and compare your own customer data and the delivered prospect data to maximize the overall effectiveness of marketing expenditure.

By using D&B Marketing Universe for SAP BW to help create a detailed profile of the ideal customer your company can:

• Target new prospects with greater precision
• Buy only the specific contact details that are needed
• Calculate your market penetration and potential revenue
• Minimize new customer acquisition costs
• Discover untapped marketing opportunities
• Identify the most important customers to retain
• Maximize the overall effectiveness of your marketing expenditure.