Demandbase matches and merges records from multiple data sources to provide a unified view of accounts, people, opportunities, and activities. Data sources include CRM, data warehouses (for example, Snowflake), Marketing Automation Systems (MAS), CSV imports, and the Demandbase database.
How Demandbase Matches Data
Demandbase matches records across objects to connect related data.
The following object relationships support data matching:
- Account to Account.
- Person to Account.
- Person to Opportunity.
- Opportunity to Account.
- Activity to Account.
- Activity to Person.
Data Matching Methods by Object Type
The following table shows how Demandbase matches records by object type and data source.
| Object Type | Data Source | Matched To | Matching Criteria |
| Account | CRM, data warehouse, CSV, Demandbase | Account |
CRM: Account domain. CSV: External account ID (if provided), account domain, or account name. |
| Lead (Known Person) | CRM, MAS, CSV | Account | Lead-to-account matching. |
| Lead (Known Person) | CRM, MAS, CSV | Opportunity | Lead email domain matches the domain of the account associated with the opportunity. |
| Contact (Known Person) | CRM, data warehouse, MAS, CSV | Account | Email domain, account name, or external account ID. |
| Contact (Known Person) | CRM, data warehouse, MAS, CSV | Opportunity | Contact email domain matches the domain of the account associated with the opportunity. |
| Unknown Person | Demandbase | Account | Account domain associated with the visitor's IP address or cookie ID. |
| Opportunity | CRM, data warehouse, CSV | Account | Account domain, account name, or external account ID. |
| Activity | CRM, data warehouse, MAS, CSV, Demandbase | Account | Person ID associated with the account. |
| Activity | CRM, data warehouse, MAS, CSV, Demandbase | Person | Person ID. |
How Demandbase Matches Accounts with the Same Domain
When multiple accounts share the same domain, Demandbase prioritizes matches in the following order:
- Account with the most contact records.
- Account included in the most Demandbase account lists.
How to Resolve Incorrect Data Matches
If records are incorrectly matched, you can take the following actions:
- CRM, data warehouse, MAS, or CSV: Update the account domain or person's email domain in the source system or CSV file.
- Demandbase data: Contact Demandbase Support to report data irregularities.
How Demandbase Merges Data
Demandbase merges records from multiple sources into a unified dataset and eliminates duplicate records where possible.
Fields containing data from multiple sources display the Merged Sources icon. See Merged Fields.
Data Source Priority for Merged Records
For merged records, Demandbase prioritizes the data sources in the following order:
- CRM.
- Data warehouse.
- Marketing Automation System (MAS).
- CSV.
- Demandbase.
Data Merging Methods by Object Type
The following table shows how Demandbase merges records by object type and data source.
| Object Type | Data Source | Merge Method |
| Account | CRM, data warehouse, CSV, Demandbase | Account Domain. |
| Lead (Known Person) | CRM, MAS, CSV | Email domain or Person ID. |
| Contact (Known Person) | CRM, data warehouse, 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, data warehouse, MAS, CSV, Demandbase |
Known person activity: Activity ID. Unknown person activity: Account domain associated with visitor IP address or cookie ID. |