On Monday, Short Hills-based Dun & Bradstreet announced it completed the acquisition of Lattice Engines.
The deal for the company, which provides B2B sales professionals and marketers with integrated data and analytics, was announced in June.
A long-standing partnership between the two companies will provide for quick integration of products, Dun & Bradstreet said.
D&B highlighted a number of practical advantages customers will see as a result of the deal: Combined with Lattice Engine’s AI-powered models, Dun & Bradstreet’s ability to identify audiences across paid media and web engagement channels will allow for smarter audience prioritization; with Lattice Engines’ full access to the Dun & Bradstreet Data Cloud, customers will be able to increase, and target, campaigns through the acquisition of new company and contact look-alikes; and Salesforce CRM users will see improved synchronization with marketing counterparts with D&B Optimizer, D&B Hoovers and Lattice Atlas, which will be grounded in the same foundational data asset, with the Dun & Bradstreet D-U-N-S Number.
“We see immense value in the acquisition of Lattice Engines for both our customers and the market,” said Michael Bird, executive vice president and general manager of sales and marketing solutions at Dun & Bradstreet, in a prepared statement.
“Through the delivery of the AI-powered targeting, segmentation and analysis platform B2B customers need, and the downstream integrations required to activate hyper-personalized and highly effective campaigns, we believe the combination of Dun & Bradstreet and Lattice Engines can help our clients grow their businesses in a more effective manner than ever before,” he added.
