How do I interpret and use the profiling charts?

The charts tell you where your portfolio is most and least penetrated in key firmographic variables. Prospector does this by calculating your Customer Rate for each variable. Your Customer Rate is the number of customers you have in a particular category as compared to all the businesses in D&B�s database in that same category.

Prospector also calculates your portfolio�s Average Customer Rate across all categories. Average Customer Rate is your number of customers divided by D&B�s total number of business records.

Comparing your Customer Rate in specific categories to your portfolio�s Average Customer Rate reveals where are you are over- and under-penetrated. You can use this insight to develop more powerful marketing programs that generate higher returns.