Firmographic Attributes Overview
This article describes attributes available from the Demandbase IP Address API.
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)||220.127.116.11||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|
The unique identifier for the organization identified from the Demandbase database.
|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|
Customizable employee band based on employee_count - defaults to Demandbase values.
See below for complete list of default values.
The number of people employed at the organization identified.
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|
The main number of the organization identified.
The street address of the organization identified.
|221 Baker St.||String||Detailed|
The city of the organization identified.
The state of the organization identified. Follows the ISO-3166 standard.
The zip code of the country/state for the organization identified.
Two letter country ISO code for the identified company's location. Follows ISO-3166-2 standard.
The country name of the identified company.Follows ISO-3166 standard.
Latitude for the location of the organization identified.
Longitude for the location of the organization identified.
Indicates that the identified company primarily sells to other businesses.
Indicates that the identified company primarily sells to consumers or individuals.
Indicates if the organization is on the Fortune 1000 list.
Indicates if the organization is on the Forbes 2000 list.
|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|
The city of the organization registered to the requested IP address.
|Austin||String||Basic, Always Delivered|
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.
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|
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|
The latitude of the organization registered to the requested IP address.
|39.96120071411133||Float||Basic, Always Delivered|
The longitude of the organization registered to the requested IP address.
|-82.9988021850586||Float||Basic, Always Delivered|
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.
When Demandbase identifies a visitor's company,
information_level is “Detailed”. This indicates the returned data set contains the full set of company information.
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.
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|
|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.|
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
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|
Default Values for Revenue Range
|Returned Values for revenue_range|
|$1 - $1M|
|$1M - $5M|
|$5M - $10M|
|$10M - $25M|
|$25M - $50M|
|$50M - $100M|
|$100M - $250M|
|$250M - $500M|
|$500M - $1B|
|$1B - $2.5B|
|$2.5B - $5B|
The following attributes will return either true or false or null.
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|
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
|Home & Garden|
|Energy & Utilities|
|Food & Beverage|
|Media & Entertainment|
|Printing & Publishing|
|Consumer Goods & Services|
|Software & Technology|
|Retail & Distribution|
|Aerospace & Defense|
|Transportation & Logistics|
|Healthcare & Medical|
|Hospitality & Travel|
Default Values for Sub Industry
|Adhesives & Sealants|
|Agents & Brokerage|
|Art & Galleries|
|Banking & Finance|
|Bars & Restaurants|
|Cable & Television|
|Coffee & Tea|
|Computer & Mobile Devices|
|Data & Technical Services|
|Engines & Motors|
|Equipment & Services|
|Fish & Game|
|Fruits & Vegetables|
|Imaging & Optics|
|Media & Storage|
|Motorcycles & Bicycles|
|Nuts & Seeds|
|Paper & Packaging|
|Parks & Facilities|
|Parts & Supplies|
|Products & Wholesale|
|Rental & Leasing|
|Test & Measurement|
|Toy & Hobby|