Demandbase unifies data within the platform by matching and merging records from multiple sources, including CRM, MAS (Marketing Automation System), CSV data imports, and the Demandbase database.
Data Match
Demandbase matches records across objects to unify data and provide a comprehensive view of accounts, people, opportunities, and activities. Data is matched as follows:
- Account → Account
- Person → Account
- Person → Opportunity
- Opportunity → Account
- Activity → Account
- Activity → Person
Match Method by Object Type
The following table shows the fields used to match records against objects in Demandbase:
| Object Type | Data Source | Match Method |
| Account | CRM, CSV, Demandbase |
Account:
|
| Lead (Known Person) | CRM, MAS, CSV |
Account: Lead to Account matching Opportunity: Lead email domain > Account domain related to Opportunity |
| Contact (Known Person) | CRM, MAS, CSV |
Account: Email domain, account name, or external account ID. Opportunity: Contact email domain -> Account related to Opportunity |
|
Unknown Person Tip: For each account, Demandbase generates an "unknown person" record to track anonymous activity, linking all anonymous actions to this record. |
Demandbase | Account: Account domain associated with visitor IP address or cookie ID. |
| Opportunity | CRM, CSV | Account: Account domain, account name, or external account ID. |
| Activity | CRM, MAS, CSV, Demandbase |
Account: Person ID -> Account related to Person Person: Person ID |
Matching Accounts with the Same Domain
If multiple accounts share the same domain, Demandbase prioritizes matches in the following order:
- Account with the highest number of contact records.
- Account that appears on the highest number of Demandbase account lists.
Resolve Incorrect Matches
If records are incorrectly matched, you can take the following actions:
- CRM, MAS, and CSV data: Update the account domain or person’s email domain in your CRM, MAS, or CSV file.
- Demandbase data: Contact Demandbase Support to report data irregularities.
Data Merge
Demandbase merges data from multiple sources into a unified dataset, eliminating duplicates where possible. Fields that contain merged data from multiple sources are marked with a Merged Sources icon. See Merged Fields.
Merge Method by Object Type
The following table shows the fields used to merge records in Demandbase:
| Object Type | Data Source | Merge Method |
| Account | CRM, CSV, Demandbase | Account Domain |
| Lead (Known Person) | CRM, MAS, CSV | Email domain or Person ID |
| Contact (Known Person) | CRM, MAS, CSV | Email domain or Person ID |
|
Unknown person Tip: For each account, Demandbase generates an "unknown person" record to track anonymous activity, linking all anonymous actions to this record. |
Demandbase | Account domain associated with visitor IP address or cookie ID. |
| Opportunity | CRM, CSV | Opportunity ID |
| Activity | CRM, MAS, CSV, Demandbase |
Known person activity: Activity ID Unknown person activity: Account domain associated with visitor IP address or cookie ID. |