Reference: Firmographics Attributes Overview for Demandbase One

  • Updated

This article provides a description of the firmographic attributes and values available from the Demandbase One IP Address API.

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

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 

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 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 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

industry name based on SIC code - defaults to SIC industry

Software & Technology

String

Detailed

Sub Industry*

sub_industry

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

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

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 

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 

Region

region_name

Full State or Region Name

California

Guangdong

String

Always Delivered

Stock Ticker

stock_ticker

Ticker symbol used by publicly traded company

CSCO

String 

Detailed 

Account Connector Attributes

custom_fields

Customizable set of custom attributes, defined by client, that may be added to the API response.

custom_fields.account_status: 'Customer'

JSON object of key-value pairs

Account Connector Response 

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 BAND

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".

DEFAULT 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
  • b2b
  • b2c
  • isp

VALUES FOR 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
  • 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. 

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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