Comments on: Only Connect http://www.davidworlock.com/2010/02/only-connect/ Sun, 05 Sep 2010 08:24:22 +0000 http://wordpress.org/?v=2.8.4 hourly 1 By: Phil Cotter http://www.davidworlock.com/2010/02/only-connect/comment-page-1/#comment-391 Phil Cotter Thu, 18 Mar 2010 11:54:35 +0000 http://www.davidworlock.com/?p=308#comment-391 LinkedIn and Zoominfo are the latest to adminster death by a thousand cuts to the old B2B marketing business model. If you just want a name and contact details these guys do the job as well, if not better than the traditional directory and BI providers, just look at the demise of Infogroup. But increasingly businesses want more insight than this. The ability to apply analytics to the personal and company information to derive insights into the propensity for an individual or company to take specific actions in the future, (be it to default on credit, buy a product or consume government services) and to be able to use this to drive the way organisations interact with their cuistomers and prospective customers is where real value is created. This requires the ability to aggregate, standardise and interrogate complex data sets often from seemingly unrelated sources and to be able to deliver the intelligence extracted in a high volume, always on production environment. This is what the likes of Experian,DnB and Equifax are good at and far from being dinosaurs on the verge of extinction, they are focusing their attentions on helping their customers to sort the wheat from the chaff and make sense from the ever expanding information universe. LinkedIn and Zoominfo are the latest to adminster death by a thousand cuts to the old B2B marketing business model. If you just want a name and contact details these guys do the job as well, if not better than the traditional directory and BI providers, just look at the demise of Infogroup.

But increasingly businesses want more insight than this. The ability to apply analytics to the personal and company information to derive insights into the propensity for an individual or company to take specific actions in the future, (be it to default on credit, buy a product or consume government services) and to be able to use this to drive the way organisations interact with their cuistomers and prospective customers is where real value is created. This requires the ability to aggregate, standardise and interrogate complex data sets often from seemingly unrelated sources and to be able to deliver the intelligence extracted in a high volume, always on production environment.

This is what the likes of Experian,DnB and Equifax are good at and far from being dinosaurs on the verge of extinction, they are focusing their attentions on helping their customers to sort the wheat from the chaff and make sense from the ever expanding information universe.

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