Case Study: SourceMedia achieves stronger audience profiling and acquires 785,000 new contacts with Dun & Bradstreet

SourceMedia Partners with Dun & Bradstreet to Strengthen Audience Profiling & Targeting

SourceMedia, a digital business information and performance media company serving senior professionals across finance, technology and healthcare (brands include American Banker, PaymentsSource and The Bond Buyer), faced fragmented audience data across 21 brands and nine communities. With inaccurate Marketo form data and no visibility into anonymous site visitors, the team couldn’t reliably profile audiences, target acquisition campaigns, or provide editorial and sales teams with the intelligence needed to drive subscriptions.

Using Dun & Bradstreet’s Workbench Data Optimizer and D&B Visitor Intelligence, SourceMedia cleansed and enriched its subscriber data, appended firmographic details via a Marketo connector, and identified anonymous web traffic across 16 sites to feed Lytics for better segmentation and attribution. Results included nearly 10 million records cleansed over a year, 1.9 million records processed through the Marketo connector with 900,000 matched (47%), a 40% match rate on anonymous visitors (one site at 83%), and 785,000 new contact emails acquired in three months — enabling more precise targeting, higher-quality leads for enterprise sales, and improved editorial decision-making.

SourceMedia

Marcus Witte

Vice President Integrated Marketing Services