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D&B Corporate Linkage Plus, a new service being tested by 10 D&B marketer clients, provides multiple views of corporate data, including global relationships, logical family trees, branches and subsidiaries, franchises, agents, nonprofit chapters, and minority ownership. The service expands on the existing corporate data linking abilities that D&B developed with Massachusetts Institute of Technology (MIT) starting in 2001. Different blocks of data are linked for a specific company under a single umbrella. The service is also known as corporate householding and gives marketing clients multiple concurrent views of a company. The more comprehensive picture can turn clients in the direction of more marketing opportunities in a company. D&B presently provides over 7.7 million legally linked records that are based on parent and subsidiary linkage. Corporate Linkage Plus provides more global relationship views based on alternative relationships or affiliations, where there is not real legal ownership. These affiliations might be franchises, agents, and dealerships. An analyst says the concept of Corporate Linkage Plus is impressive, but it may not be right for the present business environment. The analyst says most companies probably are not ready, and many have not yet obtained value from the basic corporate linkage service.
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Information Sources, Inc.
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