Understanding Fields

Fields are the basic building blocks of a database. They are the means by which data comes into the database. Each column in the table of a database represents a field, which is identified by the column header, or field label.

Fields are very powerful, because you can use them to identify particular rows and columns of data that are important to your business strategy. For example, maybe you want to have access to only the rows (records) of data that have Financial Services for the Industry field, so you can filter by Industry: Financial Services. Industry would be the field label or column header, and Financial Services would be the content of a cell for any row in that industry.

The Demandbase Database provides a view into all of your data, including accounts, people, opportunities, and activities. See Understanding the Demandbase Database to learn how they relate to fields.

For example, an account table in a database might look like this:

The columns, Name, Source, Industry, and so forth, are fields. To see other available fields for a table in Demandbase and to add or remove them, click Edit Columns at the bottom of the table.

The rows, in this example starting with Account A, Account B, and Account C, are also called records.

Fields and Selectors

Demandbase Selectors enable you to use fields extensively as a way to narrow down to the exact data that you want. For example, you can use Selectors to create market segments based on customer activities, which enable you to personalize your market outreach. The segment would show only the rows of data that have the activity you identified, such as attending a certain webinar.

Find Fields in the Database

To see fields in the Database, from the left navigation bar, go to  Database. Within the pages of the Database section, a row, or record, is a set of associated fields (columns) about an object, such as an account. The fields in the record describe the account, such as the industry that the account is in.

Records in the Database may originate from an integration such as CRM, Demandbase, marketing automation system, or through a CSV data import. Admins can view fields, including what type of object they are and their source from the Fields page.

To access the page, from the left navigation bar, go to  Settings > Analytics > Fields.

On the Fields page, hovering over an icon provides more information about the field.

Throughout Demandbase, we provide context, tooltips, object, and source icons (in Selectors and various Demandbase tables) to help identify a field's data source.

Field Type Icons

Data Type	Icon
Account
Person
Opportunity
Activity

Field Source Icons

Data Source	Icon
CSV Data Import
Demandbase Database
Eloqua
HubSpot
Marketo
Microsoft Dynamics
Pardot
Salesforce

Merged Fields

The Merged Sources icon indicates multiple sources. Hovering over a source icon shows its source.

Demandbase prioritizes merged field data in the following order:

1. CRM
2. Marketing Automation System
3. CSV Data Import
4. Demandbase Database

For example, if Salesforce determines that a Billing Country is the United Kingdom and the CSV says it's from Spain, the Merged field for Billing Country displays the United Kingdom.

Origin

Origin is a Demandbase field populated for Net New Accounts added to the Database by Demandbase. The Origin field can be added to account tables or used as Selectors to understand why an account was added to the Database.

For more information about Net New Accounts, see Demandbase Pre-Built Account Lists. 

The available Origin values include:

• Demandbase Engagement
• Demandbase Intent
• Demandbase Qualification Score
• Demandbase Unspecified (Used for accounts added to the Database before the introduction of the Origin field.)

Make Fields Active and Inactive

To make fields available, toggle on Active on from the Fields page.

In the following example, Billing City is a merged field, indicated by the Merged Sources icon. Underneath the merged field are the fields from the other sources. You can toggle off Active off for fields you don't want to see. 

Account Fields

What Counts as an Account Field?

Demandbase pulls in field data from accounts available from your CRM, CSV data imports, and the Demandbase database, and makes the data available in the platform.

In addition to account fields from your CRM, Demandbase augments accounts with our own data, based on their engagement and other activities. 

How Can I Find These Fields?

To see a full list of account fields, from the left navigation bar, go to  Settings > Analytics > Fields. Use the Object filter at the top of the page to find account fields. For more information, see Manage Fields in the Database. 

Opportunity Fields

What Counts as an Opportunity Field?

Opportunities are deals that show a high-level of likelihood to close/win on a product or service, and therefore deserve timely and appropriate attention. In a database, they are typically named by a combination of the account name and the product or service name that shows a likelihood to close.

Demandbase pulls in field data from opportunities available from your CRM and CSV data imports, and makes the data available in the platform.

In addition to opportunity data from your CRM, Demandbase augments opportunities with our own data, based on their activities, Engagement Minutes, Pipeline Predict Score, Qualification Score, and Journey Stage. 

How Can I Find These Fields?

To see a full list of opportunity fields, from the left navigation bar, go to  Settings > Analytics > Fields. Use the Object filter at the top of the page to find opportunity fields. For more information, see Manage Fields in the Database.

Person Fields

What Counts as a Person Field?

Demandbase pulls in data about people from your CRM and MAS, and makes it available in the platform. All information about these people is made available to you through person fields. 

A Person record can be a Lead or a Contact. Demandbase also augments people with our own data based on their engagement and other activities.

How Can I Find These Fields?

To see a full list of person fields, from the left navigation bar, go to  Settings > Analytics > Fields. Use the Object filter at the top of the page to find person fields. For more information, see Manage Fields in the Database.

Activity Fields

What is an Activity?

An activity is something that a person at an account does to engage with your company. See Understanding Activities, Intent, Engagement, and Data.

When you assign Engagement Minutes to an activity, you have a way of scoring how much interest accounts have in your products. To learn more, see Set Up Engagement Minutes.

You can filter activities by date, source, and type.

What do the Fields Represent?

• Activity Date - The date that particular engagement activity occurred.
• Activity Type - The type of engagement activity, this includes many of the general activities (email opens, page visits, etc.) as well as high-level ones such as program success or campaign response.
• Activity Type Id - Each activity type has a unique id assigned to it, mostly for Demandbase internal use.
• Category - Categories include CRM activity groupings, as well as the high-level activity types (email opens, page visits, etc).
• Details - This is typically the name of the program, webinar, etc or the subject line of email campaigns, CRM activities, and more.
• Engagement - How many engagement minutes have happened at the account level in the time filter specified in the top right.
• Engagement Minutes - Same as "Engagement" above.
• External Id - The CRM, marketing automation system, or Demandbase id for that activity.
• First Engagement Date - This is the date the first engagement of any type happened at that account.
• Id - The Demandbase id assigned to an activity.
• Person Profile Id - Id for the Demandbase Person Profile this activity is associated with, mostly for Demandbase internal use.
• Program Name - The name of Marketo Programs and SFDC Campaigns. 
• Program Id - The id of Marketo Programs and SFDC Campaigns, helpful for debugging.
• Type - Same as Activity Type above.
• Web Visits - # of unique sessions on your website by person or account.