Nearly 9-7% of commercial entities in North America go out of business and are replaced with new entrants every year. This annual churn equates to roughly 1.4 million new commercial entities each year. These new entrants are usually off the radar of large data providers until public records have been processed and published or trade line data is absorbed. Leveraging digital firmographics can bypass slow-moving public records and trade data to discover new entrants on a real time basis.

Today, unstructured social data is being generated and collected at volumes and velocities unimaginable a few years ago. However, the insights and signals buried in unstructured posts and comments are still hard to find. A key part of the problem is that high-volume social data providers don’t attribute posts, comments or user handles to a company or commercial entity. Digital firmographics can map organizations to their social handles thus providing the attribution needed to finally make sense of unstructured social media data.

Within digital firmographics are signatures of specific technologies used within a company. BR Labs is improving the detection of these technology signatures and extending the matching logic to recognize usage of technologies that support ecommerce, hosting, marketing automation and recruiting. The broader application of technical firmographics can support sales and marketing activities and increased segmentations.