Understanding Fields

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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.

You can use fields in filters for frequent reuse to access data across Demandbase with Selectors, Analytics, Journeys, Segments, and Personalization. You can view, create, and take action on specific data in a table or list that you identify with the field.

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

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

Name  Source Industry Employees Billing State Pipeline Predict Score Qualification Score

Account A

Demandbase Financial Services 40 MI 1.0% 3.0%

Account B

Demandbase Publishing 1 IN    

Account C

CSV Financial Services 18 OR 1.0% 2.0%

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

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

You may be used to fields that you see in the Demandbase platform, such as Field.png. In this case, the field label is Industry and you're being prompted to select the rows you want to see from a certain industry in the underlying table of data.

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, click the DatabaseCropped.png Database icon in the left navigation bar of the home page. Within the Database a row, or record, is a set of associated fields (columns) about an important object, such as an account. The fields in the record describe the account, such as the industry that the account is in.

Field Sources

Records in the Database may originate from an Integration, such as Salesforce, Demandbase, or through a data import. Administrators can view fields, including what type of object they are (account, person, opportunity, or activity) and their source, at SettingsCropped.png Settings > Analytics > Fields.


Roll over an icon to see what it means.


Throughout Demandbase, we provide context, tooltips, object, and source icons (in Selectors and various tables throughout Demandbase) to help identify the kind of data source(s) a field has. The MergeIcon.png Merge icon indicates multiple sources. Roll over a source icon to see its source.


Demandbase prioritizes conflicting field data based on the source for a given record in the following order:
1. Salesforce
2. Data Import CSV file
3. 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.

If you are an administrator, learn how to set up fields at Manage Fields in the Database.

To make these fields available in Selectors, Analytics, Journeys, Segments, and Personalization from the displayed Source and within Demandbase filter drop-down lists, toggle them to Active at SettingsCropped.png Settings > Analytics > Fields


In the following example, Billing City has a merged field, indicated by the Merged icon MergeIcon.png. Underneath the Merged version, it's shown as coming from each of its sources, DemandbaseDemandbaseIcon.pngand then SalesforceSalesforceIcon.png. You can toggle them on or off. For example, if you prefer to see the Salesforce Billing City for a record and not the Demandbase Billing City, you can inactivate the Demandbase version.


Account Fields

What Counts as an Account Field?

Demandbase pulls in field data from accounts available from Salesforce, Data Import CSV, and the Demandbase database, and makes it available in the platform.

In addition to account fields from Salesforce, we augment accounts with our own data, based on their engagement and other activities. 

What Else Can I Do with These Fields?

To see a full list of account fields, check out the Fields tab in Settings > Analytics. Filter the fields in the table by Account.

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 Salesforce and Data Import CSVs, and makes it available in the platform.

In addition to opportunity data from Salesforce, we augment opportunities with our own data, based on their activities, Engagement Minutes, Pipeline Predict Score, Qualification Score, and Journey Stage. 

What Else Can I Do with These Fields?

To see a full list of opportunity fields, check out the Fields tab in Settings > Analytics. Filter the fields in the table by Opportunity.

Person Fields

What Counts as a Person Field?

Demandbase pulls about people from any Salesforce and MAS integrations set up, and makes it available to you 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. In the People table, sort them by Lead or Contact.

Demandbase pulls in all the data about your leads and contacts from Salesforce and Marketo.

Not only that, we augment people with our own data based on their engagement and other activities.

To see a full list of person fields, check out the Fields tab in SettingsCropped.png Settings > Analytics. Filter the fields in the table by Person.

Activity Fields

What is an Activity?

An activity is something that a person at an account does to engage with your company. See Concept: 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 about Engagement Minutes see Working with 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 above has a unique id assigned to it, mostly for Demandbase internal use.
  • Category - Categories include all SFDC 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, SFDC 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 SFDC, Marketo, 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 a particular activity.
  • Person Profile Id - Id for the Demandbase Person Profile this activity is associated with, mostly for Demandbase internal use.
  • Program Name - Filters by Marketo Program and SFDC Campaign name
  • 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.

Demandbase Fields on Salesforce Accounts

We write eight different fields on the Salesforce Account object:

  • Demandbase Status: Demandbase has 4 different statuses an account can belong to: No Engagement, Aware, MQA, and Open Opportunity.
  • Engagement Minutes (3 mo.): The total number of Engagement Minutes we've tracked over the past 3 months.
  • Engagement Minutes (7 days): Total number of Engagement Minutes we've tracked over the past 7 days.
  • MQA Date: The last date this account went from the Aware status to MQA.
  • First Engagement Date: The date we first saw any engagement from this account.
  • Engaged People: The total number of engaged people in the past 3 months from that account.
  • Number of Persons: The total number of contacts plus any leads that Demandbase has matched to that account.
  • Web Traffic (3 mo.): The number of anonymous and known page visits in the past 3 months.

These fields are updated each night during our nightly sync.

What About Other Fields?

Only SFDC Account, Contact and Lead fields, and Marketo Program fields are available in Demandbase as filter criteria.

Campaign fields and other SFDC objects won't appear as filter criteria.

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