Oracle takes charge of data; Database software giant turns to D&B to get a complete view of its own data.(Direct & Database)

Byline: CAROL KROL

Oracle, like most large b-to-b companies, was challenged by the need to maintain quality data and intelligence on customers and prospects. The company, which markets enterprise software and services to manage, share and maintain data, needed to get a complete view of its own data in order to market to existing customers and find new ones.

B-to-b data present complex challenges. The information can change rapidly-people are promoted or leave a company or transfer to different regions-and there are often several executives involved in a single business purchase.

"Unlike b-to-c, there's never just one decision-maker,'' said Thomas Brauch, Oracle's director of advanced …