Experian has introduced Multibusiness Owner Link, designed to identify small business owners who have more than one separate business entity. This enables marketers to narrow their approach and market to the owner, not the individual businesses, thus avoiding redundancies and improving return on the marketing investment.

"When a marketer looks at a small business, they may not know that the same individual owns three or four other small businesses," said Rick Erwin, senior vice president and general manager of Marking Information Services for Experian. "Having the complete picture about a potential customer can help a marketer target their communications to better serve the customer."

Multibusiness Owner Link utilises the data from Experian's business and consumer databases, identifying small and micro business professionals who own multiple unrelated businesses in different locations; or conduct multiple businesses out of a single location.

"Multibusiness Owner Link gives marketers the ability to identify high-value business prospects and customers that they would not have identified on their own," said Erwin.