Descriptions of the firmographic attributes and values available from the Demandbase IP-API are as following.
Firmographic Attributes List
The default value for any attribute that isn't mapped to a value (but is available in the response) is Null.
Tip: The recommended attributes for the Google Analytics and Adobe Analytics integrations are denoted with an * asterisk.
Firmographic Attributes List
| Attribute Name | API Variable Name | Description | Example | Data Type | Response Scenario |
| Company ID* | company_id | Demandbase unique identifier for company | 724950 | Integer | Detailed |
| Company Name* | company_name | Demandbase standardized company name | Cisco Systems, Inc. | String | Detailed |
| Marketing Alias | marketing_alias | Cleaned and/or shortened company name for messages, ads, marketing copy | Cisco | String | Detailed |
| Industry* | industry | Industry name based on SIC code (defaults to SIC industry) | Computer Software | String | Detailed |
| Sub Industry* | sub_industry | Industry specialty based on SIC code (defaults to SIC industry) | Networking and Connectivity Software | String | Detailed |
| Employee Count | employee_count | Number of people employed at company | 84900 | Integer | Detailed |
| Is Internet Service Provider? | isp | Boolean attribute indicating whether the IP address belongs to a range classified as used by Internet Service Providers (ISPs). | true, false | Boolean | Always Delivered |
| Primary SIC Code | primary_sic | Consensus SIC code as registered with SEC | 3625 | String | Detailed |
| Primary NAICS Code | primary_naics | Consensus NAICS code as registered with Census Bureau and Bureau of Labor Statistics (BLS) | 334118 | String | Detailed |
| Street Address | street_address | Street address of company | 221 Baker St | String | Detailed |
| City* | city | City of company | London | String | Detailed |
| State* | state | State of company following ISO-3166 standard | OH | String | Detailed |
| Zip/Postal Code | zip | Zip code of company | 43023 | String | Detailed |
| Country Code | country | Two letter country ISO code of company following ISO-3166-2 standard | US | String | Detailed |
| Country Name* | country_name | Country name of company following ISO-3166 standard | United States | String | Detailed |
| Phone Number | phone | Main number of company | 415-555-5555 | String | Detailed |
| Stock Ticker | stock_ticker | Ticker symbol used by publicly traded company | CSCO | String | Detailed |
| Website* | web_site | Cleaned URL of company website | cisco.com | String | Detailed |
| Annual Revenue | annual_sales |
For public entities, based on public records for global HQ For privately-held companies, based on consensus estimates for yearly sales revenue number |
5500000 | Integer | Detailed |
| Revenue Band* | revenue_range | Revenue band based on annual_sales (defaults to Demandbase values) | $1 - $1M | String | Detailed |
| Employee Band* | employee_range | Employee band based on employee_count (defaults to Demandbase values) | Mid-Market | String | Detailed |
| Fortune 1000 | fortune_1000 | Indicates if company is on Fortune 1000 list | TRUE | Boolean | Detailed |
| Forbes 2000 | forbes_2000 | Indicates if company is on Forbes 2000 list | FALSE | Boolean | Detailed |
| Information Level | information_level | "Detailed" if visitor's company has been identified or "Basic" if visitor has been classified (only returned by IP-API) | Detailed, Basic | String | Always Delivered |
| Audience* | Audience | Web traffic defined by categories such as company size, vertical, origination (only returned by IP-API) | Enterprise, Government, Residential | String | Always Delivered |
| Audience Segment* | audience_segment | Sub-categories within each Audience (only returned by IP-API) | University, Federal, Wireless Device | String | Detailed |
| Access Type | access_type | Type of access | corporate, remote, identified_non_business, unidentified | String | Detailed |
| Account Ownership | account_ownership | Type of company ownership | Public, Private, Government, School, Organization | String | Detailed |
| Fiscal Year-End (FYE) Date | fye | Fiscal year-end month for a company. This value is typically only available for public companies | 6 means June |
Salesforce: Integer picklist, multi-picklist Dynamics: String |
Detailed |
| Fax Number | fax | Main fax number of company | 415-555-5555 | String | Detailed |
| Parent Company ID | parent_id | Demandbase unique identifier for parent company | 123456 | Integer | Detailed |
| Parent Company Name | parent_name | Name of parent company | Wal-Mart | String | Detailed |
| Ultimate Parent Company ID | ultimate_parent_id | Demandbase unique identifier for ultimate parent company in a family tree | 123456 |
Salesforce: Integer String Dynamics: Integer |
Detailed |
| Ultimate Parent Company Name | ultimate_parent_name | Name of ultimate parent company in a family tree | Wal-Mart | String | Detailed |
| Equifax ID | efx_id | Unique Equifax identifier (EFX ID) for a company | EFX ID: 032705544 |
Salesforce: String picklist, multi-picklist Dynamics: Integer |
Detailed |
| Company LinkedIn URL | company_linkedin_profile | Company LinkedIn page URL |
https://www.linkedin.com/ company/demandbase/ mycompany/ |
Salesforce: String URL Dynamics: String |
Detailed |
| Company Status | company_status | Current status of a company | Operating, acquired, non-operating, out of business |
Salesforce: String picklist, multi-picklist Dynamics: String |
Detailed |
|
Company Type/ Ownership |
company_type | Type of company | Public, Private, Government, Organization | String | Detailed |
| Business Structure | business_structure | Organizational structure of company | Global Parent, Subsidiary, Branch, Independent | String | Detailed |
| Registry Company Name | registry_company_name | Company Name | Demandbase | String | Always Delivered |
| Registry City | registry_city | City of internet service provider | San Francisco | String | Always Delivered |
| Registry State | registry_state | State of internet service provider | California | String | Always Delivered |
| Registry Region Name | region_name | Full State or Region Name |
California Guangdong |
String | Always Delivered |
| Registry Zipcode / Postal Code | registry_zip_code | Zip | 94109 | String | Always Delivered |
| Registry Area Code | registry_area_code | Area code | 213 | String | Always Delivered |
| Registry DMA code | registry_dma_code | Designated Market Area (3-digit numeric code) | Dma code for Los Angeles: 803 | Integer | Always Delivered |
| Registry Country | registry_country | Country | United States | String | Always Delivered |
| Registry Country Code | registry_country_code | Country Code | US | String | Always Delivered |
| Registry Country Code with 3 Digits | registry_country_code3 | Geolocation | null | String | Deprecated, usually null |
| Registry Latitude | registry_latitude | Latitude Coordinate | 44 | Float | Always Delivered |
| Registry Longitude | registry_longitude | Longitude Coordinate | 88 | Float | Always Delivered |
| Parent Object | parent | Basic data fields of parent company | “parent” ={...} | String Dictionary | Detailed |
| Ultimate Parent Object | ultimate_parent | Basic data fields of ultimate parent company | “ultimate_parent”={...} | String Dictionary | Detailed |
Values for information_level
The information_level attribute is only returned by the IP-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 the Audience classification is returned along with public registry information.
This only applies to the IP-API. The Domain API and the Company Autocomplete widget do not return information_level because they only return the detailed data set.
Values for Audience and Audience_Segment
Demandbase classifies web traffic into broad, predefined segments using the Audience and Audience Segment attributes. These attributes provide unique insight into the composition of traffic from both identified companies and classified visitors.
Audience classification helps marketers analyze website traffic by broad visitor segments, such as Enterprise or Wireless. This visibility enables marketers to establish segment-specific performance metrics while filtering out noise from residential internet service providers, search engines, and bots.
Considerations for Audience Classifications
- Company Size values generally represent identified companies, except for some small businesses, typically those with less than $1 million in revenue.
- An Audience value of SMB means that Demandbase has verified that the IP address is used by a small business. However, multiple small businesses may share the same IP address.
- Government and Education audiences can represent either identified companies or IP addresses classified as internet service providers, depending on how the IP address is used.
- Origination values and Hospitality typically represent non-company IP addresses. The ISP flag is usually set to true for these audiences.
Values for Audience
The following is the list of actual values available. The Audience attribute 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 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. |
Values for Audience-Segment
| Company Size | Government | Education | Hospitality | Wireless |
|---|---|---|---|---|
| [Industry] |
|
|
Lodging |
|
Values for Employee and Revenue
The employee_count value is an integer. This is used to synthesize an employee_range value. An integer value like 900 results in a range like "Mid-Market".
Similarly the annual_sales value is used to generate a revenue_range output. A sales value of 500,000 results in a range of "$1 - $1M".
Values for Employee_Range
| Min | Max | Returned Values for Employee_Range |
| Unknown | Unknown | |
| 1 | 99 | Small |
| 100 | 999 | Mid-Market |
| 1000+ | Enterprise |
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
Values for Boolean Attributes
The following attributes return one of three values: true, false, or null:
fortune_1000forbes_2000isp
Values for ISP Attribute
The ISP attribute indicates whether a visitor’s IP address belongs to an Internet Service Provider. It can return one of three values:
- true: The visitor is accessing the web through an ISP.
- false: The visitor is not accessing the web through an ISP.
- null: Demandbase has not yet classified the IP address.
Marketers can use the ISP attribute to take specific actions when isp = true. When used with the Audience attribute, the ISP flag can help identify whether the IP address primarily serves businesses, residential users, or wireless users.
New Firmographic Attributes
The following table shows the new firmographic attributes in IP-API v3.
Attribute Name |
API Variable Name |
| Company ID | company_id |
| Fax Number | fax |
| Equifax ID | efx_id |
| Company LinkedIn URL | company_linkedin_profile |
| Company Status | company_status |
| Company Type/Ownership | company_type |
| Business Structure | business_structure |
| Parent Company ID | parent_id |
| Parent Name | parent_name |
| Ultimate Parent Company ID | ultimate_parent_id |
| Ultimate Parent Company Name | ultimate_parent_name |
Deprecated Firmographic Attributes
The following table shows IP-API v2 firmographic attributes that are no longer available in IP-API v3.
Attribute Name |
API Variable Name |
| Demandbase ID | demandbase_sid |
| B2B | b2b |
| B2C | b2c |
| Traffic | traffic |
| Latitude | latitude |
| Longitude | longitude |
| HQ SID | hq_sid |
| Domestic HQ SID | domestichq_sid |
| World HQ SID | worldhq_sid |
| HQ | hq |
| Domestic HQ | domestichq |
| World HQ | worldhq |