Reference: Firmographic Attributes Overview for Demandbase IP-API (Previous Version - v2)

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

Important: The information provided is for Demandbase IP-API v2. For information about the updated version (v3), see Reference: Firmographic Attributes Overview for Demandbase IP-API v3 (Updated Version).

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
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	The two letter country ISO code for the identified company's location following the ISO-3166-2 standard.	US	String	Detailed
Country Name*	country_name	The country name of the identified company following the 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	A customizable set of custom attributes defined by the client that can 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

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
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 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, 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.

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

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

NAICS and SIC Codes

NAICS

The North American Industry Classification System (NAICS) is the standard used by U.S. government statistical agencies in classifying business establishments for the purpose of collecting, analyzing, and publishing statistical data related to the U.S. business economy. See more information at the Census website at https://www.census.gov/naics/.

SIC

Standard Industrial Classification (SIC) codes are four-digit numerical codes assigned by the U.S. government that categorize the industries to which companies belong, while also organizing industries by their business activities. See more information at the SEC website at https://www.sec.gov/corpfin/division-of-corporation-finance-standard-industrial-classification-sic-code-list.

Does Demandbase Map NAICS and SIC codes?

There is no industry standard mapping from NAICS to SIC and Demandbase does not define this mapping.