Reference: Firmographic Attributes Overview for Demandbase IP-API v3 (Updated Version)

  • Updated

Descriptions of the firmographic attributes and values available from the Demandbase IP-API are provided below.

Important:

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.

Attribute Name API Variable Name Description Example Data Type Response Scenario
Company ID* company_id Unique identifier for the organization identified from the Demandbase database 724950 Integer Detailed
Company Name* company_name Demandbase's standardized company name for the identified business Cisco Systems, Inc. String Detailed
Marketing Alias marketing_alias Cleaned and/or shortened company name for use in messages, ads, or 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 the organization identified 84,900 Integer Detailed
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
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

Street Address

street_address Street address of the organization identified 221 Baker St String Detailed

City*

city City of the organization identified London String Detailed

State*

state State of the organization identified.  Follows the ISO-3166 standard OH String Detailed

Zip/Postal Code

zip 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 following the  ISO-3166-2 standard US String Detailed

Country Name*

country_name Country name of the identified company following the ISO-3166 standard United States String Detailed

Phone Number

phone Main number of the organization identified 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 the companies website cisco.com 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 estimates for the yearly sales revenue number. 5500000 Integer Detailed

Revenue Band*

revenue_range

Revenue band based on annual_sales (defaults to Demandbase values).

See below for a complete list of default values

$1 - $1M String Detailed

Employee Band*

employee_range

Employee band based on employee_count (defaults to Demandbase values).

See below for a complete list of default values

Mid-Market String 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

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-API)

Detailed, Basic String Always Delivered

Audience*

audience

Classifies web traffic by defined categories (company size, vertical, origination) (only returned by the IP-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-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 the company whether it’s privately held or publicly listed etc

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

Integer Picklist and multi picklist for Salesforce and String for Microsoft Dynamics CRM

Detailed
Fax Number fax

Main fax number of the organization identified

415-555-5555

String

Detailed
Parent Company ID parent_id

Unique identifier for the parent company in the Demandbase database

123456

Integer

Detailed
Parent Company Name parent_name

Name of the parent company

Wal-Mart

String

Detailed
Ultimate Parent Company ID

ultimate_parent
_id

Unique identifier for the ultimate parent company in a family tree in the Demandbase database

123456

Integer String for Salesforce and integer for Microsoft Dynamics CRM

Detailed
Ultimate Parent Company Name

ultimate_parent
_name

Name of the 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

String Picklist and multi-picklist for Salesforce and integer for Microsoft Dynamics CRM

Detailed
Company LinkedIn URL

company_linkedin
_profile

Company LinkedIn page URL

https://www.linkedin.com/
company/demandbase/
mycompany/

String URL for Salesforce and string for Microsoft Dynamics CRM

Detailed
Company Status

company_status

Current status of a company

Operating, acquired, non-operating, out of business

String, picklist, and multi-picklist and string in Microsoft Dynamics CRM

Detailed
Company Type/
Ownership

company_type

Type of company

Public, Private, Government, Organization

String

Detailed
Business Structure

business
_structure

Organizational structure of the 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

San Francisco

String

Always Delivered
Registry State

registry_state

State

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 has a 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 value that is usually null
Registry Latitude

registry_latitude

Latitude Coordinate

44.00

Float

Always Delivered
Registry Longitude

registry_longitude

Longitude Coordinate

88.00

Float

Always Delivered
Parent Object

parent

Basic data fields of the parent company

“parent” ={...}

String Dictionary

Detailed
Ultimate Parent Object

ultimate_parent

Basic data fields of the ultimate parent company

“ultimate_parent”={...}

String Dictionary

Detailed
IP Address

ip

IP address Query.

Important: This is a non-standard, custom attribute that must be configured per token.

4.16.87.226

String

Detailed

Value Descriptions

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.

Audience and Audience_Segment

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.

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 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 for 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.

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 and Revenue

The employee_count value is an integer. This is used to synthesize an employee_range value. An integer value like 900 will result 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 will result 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

Boolean Attributes

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

  • fortune_1000
  • forbes_2000
  • isp

ISP Attribute

The 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

For identified companies, Demandbase returns the industry/sub_industry attributes respectively. For more information, see Reference: Sales Intelligence Industries and Sub-Industries List.

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
IP Address IP
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

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