Firmographic Attributes Overview

Updated:

This article describes attributes available from the Demandbase IP Address API.

Note:

The default value for any attribute that isn't mapped to a value (but is available in the response) is Null

Demandbase Firmographic Attributes

Attribute Name API Variable Name Description Example Data Type Response Scenario
Information Level information_level "Detailed" indicates the visitor's company has been identified, or "Basic" if the visitor has been classified (only returned by the IP Address API). Detailed, Basic String Always Delivered
Audience audience Classifies web traffic by defined categories (company size, vertical, origination) (only returned by the IP Address API) Enterprise, Government, Residential String Always Delivered
Audience Segment audience_segment Sub categories within each audience for detailed information level (only returned by the IP Address API) University, Federal, Wireless Device String  Always Delivered 
Is Internet Service Provider? isp Boolean attribute which is true if the IP address resolves to a range classified as used by Internet Service Providers. true, false  Boolean  Always Delivered
IP Address  ip  The visitor's outbound IP address (only returned by the IP Address API) 3.0.0.1 String Always Delivered
Company Name company_name Demandbase's standardized company name for the identified business Cisco Systems String Detailed 
Marketing Alias marketing_alias Cleaned and/or shortened company name 32 characters or less for use in messages, ads, or marketing copy Cisco String Detailed 
Demandbase ID demandbase_sid

The unique identifier for the organization identified from the Demandbase database.

 

3415304

Integer Detailed
Industry industry Customizable industry name based on SIC code - defaults to SIC industry Software & Technology String Detailed
Sub Industry sub_industry Customizable industry specialty based on SIC code - defaults to SIC industry Electrical Components String Detailed 
Primary SIC Code primary_sic Consensus SIC code as registered with the SEC for the identified company - For more information visit OSHA SIC Lookup 3625 String Detailed 

Primary NAICS Code

primary_naics Consensus NAICS code as registered with Census Bureau and Bureau of Labor Statistics (BLS) - For more information visit NAICS Code Lookup  334118 String Detailed
Employee Band employee_range

Customizable employee band based on employee_count - defaults to Demandbase values.

See below for complete list of default values.

Mid-Market String  Detailed 
Employee Count employee_count

The number of people employed at the organization identified.

1100 Integer Detailed
Revenue Band revenue_range

Customizable revenue band based on annual_sales - defaults to Demandbase values.

See below for complete list of default values.

$1 - $1M String  Detailed 
Annual Revenue annual_sales For public entities, annual revenue is based on company-reported public records for the global HQ on all locations. For privately-held organizations, it is based on consensus estimate for the yearly sales revenue number. 5500000 Integer Detailed
Phone Number phone  

The main number of the organization identified.

 415-867-5309 String Detailed
Street Address street_address  

The street address of the organization identified.

221 Baker St. String Detailed
City city  

The city of the organization identified.

London String Detailed
State state  

The state of the organization identified.  Follows the ISO-3166 standard.

OH String Detailed
Zip/Postal Code zip  

The zip code of the country/state for the organization identified.

43023 String Detailed
Country Code country

Two letter country ISO code for the identified company's location.  Follows ISO-3166-2 standard.

US String Detailed 
Country Name country_name

The country name of the identified company.Follows ISO-3166 standard.

United States String Detailed 
Latitude latitude  

Latitude for the location of the organization identified.

 37.76969909667969 Float Detailed
Longitude longitude  

Longitude for the location of the organization identified.

 -122.39330291748047 Float  Detailed
B2B b2b  

Indicates that the identified company primarily sells to other businesses.

 true Boolean  Detailed
B2C b2c  

Indicates that the identified company primarily sells to consumers or individuals.

false  Boolean  Detailed
Fortune 1000 fortune_1000  

Indicates if the organization is on the Fortune 1000 list.

true  Boolean  Detailed
Forbes 2000 forbes_2000  

Indicates if the organization is on the Forbes 2000 list.

false  Boolean  Detailed
Website web_site Cleaned URL of the companies website cisco.com String Detailed 
Stock Ticker stock_ticker Ticker symbol used by publicly traded company CSCO String  Detailed 
Account Watch Attributes watch_list.[user_defined_name]

Unlimited set of custom attributes, defined by client, that may be added to the API response for a specified set of accounts/companies.

watch_list.account_status: 'Customer' [user-defined] Account Watch Response 
Public Company Name registry_company_name

The organization name of the organization registered to the requested IP address.  This is the company who owns the IP address, not the company who uses it.

Verizon Wireless String  Basic, Always Delivered

Public City 

registry_city   

The city of the organization registered to the requested IP address.

Austin  String  Basic, Always Delivered
Public State  registry_state   

The state of the organization registered to the requested IP address.

OH  String  Basic, Always Delivered 
Public Zip Code  registry_zip_code   

The zip code of the organization registered to the requested IP address.

90210  String  Basic, Always Delivered 
Public Area Code  registry_area_code 

The telephone area code of the organization registered to the requested IP address.

 
614  Integer 

Basic, Always Delivered

Public DMA Code  registry_dma_code 

The DMA code of the organization registered to the requested IP address.

 
535  Integer Basic, Always Delivered 
Public Country  registry_country   

The string value name of the country for the organization registered to the requested IP address.  

Follows ISO-3166 standard.

United States  String  Basic, Always Delivered 
Public Country Code (ISO-3166-2) registry_country_code   

The two-character country code of the organization registered to the requested IP address. 

Follows ISO-3166-2 standard.

US  String  Basic, Always Delivered 
Public Country Code (ISO-3166-3)  registry_country_code3   

The three-character country code of the organization registered to the requested IP address. 

Follows ISO-3166-3 standard.

USA String  Basic, Always Delivered 
Public Latitude  registry_latitude   

The latitude of the organization registered to the requested IP address.

39.96120071411133 Float  Basic, Always Delivered 
Public Longitude  registry_longitude   

The longitude of the organization registered to the requested IP address.

-82.9988021850586  Float  Basic, Always Delivered 

Information Level

The information_level attribute is only returned by the IP address API and indicates whether the visitor's IP address belongs to a company. If information_level equals Detailed the full company profile is returned.

Identification

When Demandbase identifies a visitor's company, information_level is “Detailed”. This indicates the returned data set contains the full set of company information.

Classification

If the visitor's IP address indicates they're not coming from a company, Demandbase classifies the audience of the visitor. When information_level is "Basic", audience and registry information, including location information are returned. “Basic” denotes Audience classification is returned along with public registry information.

This only applies to the IP address API. The Domain API and the Company Autocomplete widget do not return information_level because they only return the detailed data set.

Audience Classification

Demandbase classifies web traffic into broad pre-defined segments using the Audience and Audience Segment attributes. The audience and audience_segment attributes are valuable and unique ways to analyze the composition of traffic for both identified and classified visitors.

Audience classification is a unique way for marketers to view their web traffic using broad segments of website visitors. This powerful new visibility enables marketers to establish metrics around specific segments of web traffic such as Enterprise or Wireless, while filtering out some of the "noise" coming from residential internet service providers, search engines and bots.

List of Values for Audience

This is the complete list of actual values available.

The audience attribute will provide one of the values in the Audience column for a given IP address.

Type Audience (actual values) Definition
Company Size
Enterprise Business Revenue > $1B (for identified companies)
Mid-Market Business $50M > Revenue <$1B (for identified companies)
SMB Revenue < $50M (for both identified companies and classified IPs)
Vertical Government IP used by government institutions. See audience_segment for further breakdown.
Education IP used by educational institutions. See audience_segment for further breakdown.
Hospitality An ISP connection via a hotel.
Origination Residential The IP address is originating from a range containing identifiers and signatures consistent with a residential ISP.
Wireless The IP address is originating from a range containing identifiers and signatures consistent with a wireless ISP.
Bot The IP address is exhibiting repetitive, automated behavior and signatures unlikely to be associated with a human.
SOHO The IP address is originating from a range attributed to a very small ISP.
Obscured

Limited identifiers available regarding the IP range. This rarely occurs. 

Considerations regarding Audience classifications
  • Company Size values are almost always identified companies with the exception of some SMBs (typically <$1M in revenue).
  • When audience is SMB, this means Demandbase has verified the IP is used by a small business, but there may be more than one small business sharing that IP.
  • Government and Education can be either identified companies or classified as ISPs, depending on how the IP address is used.
  • Origination values and Hospitality are used for non-company IP addresses. The isp flag will usually be true for these audiences.

List of Values for Audience Segment

Company Size Government Education Hospitality Wireless
  • [Industry]
  • Administration
  • City & Local
  • Federal
  • International
  • Military
  • Public Safety
  • State
  • Educational Services
  • K12
  • University
  • Vocational
  • Lodging
  • Hotspot
  • Mobile Network

Employee Range and Revenue Range

Demandbase provides the ability to customize both the range and the returned values for employee_range and revenue_range.

The default values listed here can be customized for your account.  To customize your employee_range and revenue_range values talk to your Demandbase Solutions Consultant or Customer Success Manager

Default Values for Employee Range

Min Max Returned Values for employee_range
Unknown   Unknown
1 99 Small
100 999 Mid-Market
1000+   Enterprise

Default Values for Revenue Range

Returned Values for revenue_range
Unknown
$1 - $1M
$1M - $5M
$5M - $10M
$10M - $25M
$25M - $50M
$50M - $100M
$100M - $250M
$250M - $500M
$500M - $1B
$1B - $2.5B
$2.5B - $5B
Over $5B

Boolean Attributes

The following attributes will return either true or false or null.

  • fortune_1000
  • forbes_2000
  • b2b
  • b2c
  • isp

Traffic

The traffic attribute indicates an approximation of the number of visitors a company's website receives in an average month. Demandbase's proprietary algorithm for determining this attribute will assign one of the following values: "Very High", "High", "Medium", or "Low"

Possible Values for traffic
Very High
High
Medium
Low

ISP Attribute

The ISP isp attribute indicates if the visitor's IP address is from an Internet Service Provider. It can have one of 3 values; true, false, or null.

True indicates that the visitor is accessing the web using an ISP. False indicates the visitor is not coming from an ISP. Nil, or no value, indicates if the IP address has not yet been classified as either.

Marketers may take specific actions if the visitor is identified as an ISP (isp = true). Used in conjunction with the audience attribute, the ISP flag may be classified as primarily serving businesses, or residential, or wireless.

Industry and Sub Industry

Demandbase indicates a company's primary industry using Standard Industry Classification (SIC) codes. The primary_sic attribute has a three or four digit SIC code value.

For a complete list of SIC codes, industry names and industry specialties, please visit http://www.osha.gov/pls/imis/sic_manual.html

For identified companies, Demandbase returns the industry name and the industry specialty in the industry and sub_industry attributes respectively. The returned values for industry and sub_industry can be customized to suite various business definitions or to match the values in existing systems.

To customize your industry and sub_industry values talk to your Demandbase Solutions Consultant or Customer Success Manager

Default Values for Industry

Agriculture
Home & Garden
Mining
Energy & Utilities
Construction
Food & Beverage
Textiles
Apparel
Manufacturing
Furniture
Media & Entertainment
Printing & Publishing
Biotech
Pharmaceuticals
Consumer Goods & Services
Automotive
Hardware
Recreation
Software & Technology
Business Services
Retail & Distribution
Telecommunications
Aerospace & Defense
Transportation & Logistics
Healthcare & Medical
Hospitality & Travel
Real Estate
Government
Financial Services
Education
Associations
Unclassified

Default Values for Sub Industry

Accessories
Accounting
Adhesives & Sealants
Administration
Agents & Brokerage
Air Services
Aircraft
Animal Food
Appliances
Architectural
Art & Galleries
Baked Goods
Banking & Finance
Bars & Restaurants
Beverages
Boating
Book Stores
Cable & Television
Chemicals
Civil Construction
Clerical
Clinical
Clothing
Coffee & Tea
Commercial
Computer & Mobile Devices
Confections
Contractors
Dairy
Data & Technical Services
Dealers
Defense Systems
Department Stores
Developers
Distribution
Educational Services
Electric Services
Electrical Components
Electronics
Employment
Engines & Motors
Entertainers
Equipment
Equipment & Services
Exploration
Facilities
Farming
Fasteners
Fertilizers
Fibers
Firearms
Fish & Game
Fixtures
Footwear
Forestry
Fruits & Vegetables
Funeral Products
General
General Interest
General Merchandise
Glass Products
Grains
Grocery
Home Furnishings
Household
Household Products
Housewares
Imaging & Optics
Industrial
Industrial Equipment
Industrial Supplies
Ingredients
Instruments
Insurance
International
Investment Services
Jewelry
Judicial
K12
Laboratories
Landscaping
Laundry Services
Legal
Lighting
Livestock
Local Transit
Lodging
Lumber Products
Machinery
Maintenance
Management Consulting
Manufacturers
Manufacturing
Marine
Marketing Services
Materials
Meats
Media & Storage
Medicinal Chemicals
Metal Fabrication
Metal Products
Metals
Mines
Mobile Homes
Motorcycles & Bicycles
Natural Gas
Nuts & Seeds
Office
Office Supplies
Paper & Packaging
Paper Products
Parks & Facilities
Parts & Supplies
Personal Care
Petroleum
Pharmacies
Photography
Plastic Products
Plastic Resin
Political
Printed Products
Printing Services
Production Services
Products & Wholesale
Professional
Property Management
Providers
Public Safety
Publisher
Radio
Rail
Recycle
Refining
Religious
Rental & Leasing
Research
Residential
Retail
Retail Stores
Sanitation
Seafood
Security
Semiconductor
Services
Ship Building
Social Services
Software Applications
Space
Special Interest
Specialty Stores
Spirits
Sporting Goods
Supplies
Technical
Telephone
Test & Measurement
Textile Products
Tobacco
Tools
Toy & Hobby
Transmission
Trucking
Unclassified
Unions
University
Vehicle Dealers
Vending
Vocational
Warehousing
Water

 

 

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