Data Axle Unveils ProfileFuse™
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Data Axle has announced the launch of ProfileFuse™—the successor to its B2C Link dataset, which connects Data Axle's proprietary business and consumer profiles. ProfileFuse offers multiple activation options, allowing brands to extend their reach, improve relationships with customers and prospects, and support engagement, retention, and growth efforts.
With more than 100 million unique linkages, ProfileFuse helps brands recognise and reach the individual to strategically inform every decision.
According to Data Axle's latest survey of 1,000 US consumers and 1,000 industry professionals, 72% of consumers say they would feel more connected to a brand that offers relevant experiences based on their whole identities Despite this trend, fewer than 40% of marketers integrate psychographic data, revealing an opportunity to humanise profiles beyond roles and transactions.
Data Axle CEO, Andy Frawley, said, 'True customer insight comes from connecting the dots between who someone is as a consumer and who they are professionally. ProfileFuse enables that connection, helping brands synchronise their data, messaging, and activation across both identities.'
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Forrester Research recently reported, 'Data Axle maintains an individual identity graph, making it a rare data provider that plays in both B2B and B2C markets.' The distinction of being an original compiler of business and consumer data enables Data Axle to leverage historical data and new sources to refresh connections in real time. As new signals are obtained, more precise connections are created.
ProfileFuse offers multiple deployment options that help teams move seamlessly from insight to execution. Whether accessed as licensed, pre-linked datasets or embedded as foundational technology to unify zero- to third-party data, ProfileFuse supports a wide range of use cases.
It can also be integrated as part of Data Axle's Audience360® solution, which creates a brand-specific data foundation that can be activated directly through marketing and cloud ecosystems such as Snowflake, Google Cloud, Salesforce, Adobe, LiveRamp, and The Trade Desk.
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