Data Axle Unveils ProfileFuse™: A Breakthrough Solution Linking Business and Consumer Identities to Power Omnichannel Engagement

New technology combines Data Axle’s proprietary data and AI-driven identity resolution to unlock deeper insights and scalable audience activation

Data Axle, a leader in data solutions that drive meaningful connections between companies and people, announced the launch of ProfileFuse—the next-generation successor to its groundbreaking B2C Link dataset, which connects Data Axle’s proprietary business and consumer profiles. ProfileFuse is designed with precision and multiple activation options, enabling brands to extend their reach, more effectively build relationships with customers and prospects, and unlock new opportunities for engagement, retention, and growth.

Over two decades ago, Data Axle pioneered the unification of business and consumer datasets. Today, that legacy continues with ProfileFuse, which is powered by AI-driven identity resolution to seamlessly connect business contacts with their consumer identities—and consumers with their business profiles. With more than 100 million high-confidence, unique linkages, ProfileFuse delivers precision that helps brands recognize and reach the individual to strategically inform every decision.

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As the lines between business and consumer activities continue to blur—across devices, behaviors, and buying journeys—understanding the full customer means going beyond viewing them solely as a consumer or a business contact. It’s about bringing both profiles together.

According to Data Axle’s latest survey of 1,000 U.S. 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 humanize profiles beyond roles and transactions and deliver truly connected experiences.

Data Axle CEO Andy Frawley explains, “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 synchronize their data, messaging, and activation across both identities.”

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.

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ProfileFuse is designed for flexibility and efficiency, offering 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 leading marketing and cloud ecosystems such as Snowflake, Google Cloud, Salesforce, Adobe, LiveRamp, and The Trade Desk— helping brands reach their intended audiences more effectively.

Designed to scale across organizations of all sizes—from local businesses to global enterprise—the blend of consumers’ personal and professional identities, allows brands to:

• Expanded audience reach through improved identity linkage
• Improved lead conversion
• Broader omnichannel retargeting strategies
• Stronger account-based marketing efforts through expanded personal touchpoints
• Enriched customer relationship management systems with additional identity markers
• Privacy-first identity resolution that supports compliance and builds customer trust