Understanding Geographic Data in Demandbase

Demandbase captures and collects information about geographical location in a variety of ways. Location data in Demandbase is associated with accounts, with people, and with activities. 

This article describes the different location-oriented data fields that are available in Demandbase, together with the meaning and source of each field. See Understanding Fields.

By understanding the various sources of geographic information, and the meaning of each, you will be able to select the right data fields to give you the insights you’re seeking in a particular analysis. You will also be able to distinguish between data fields with similar names to understand the meaning and purpose of each.

Distinguish Between Fields from Different Objects

Many of the geographic data fields have similar names. To avoid confusion when selecting fields to use in a report or filter, be sure to reference the icon that is shown next to the field name. The icon indicates which object a particular data field is associated with.

• Account fields: Building icon
• Person fields: Silhouette icon
• Activity fields: Pulse icon

For example, both people and activities have a Country field associated with them. When selecting the Country data field, refer to the icon to determine whether you’re selecting the person’s Country or the Activity’s Country.

Geographic Data About Accounts

Location data about accounts in Demandbase can come from two sources:

• Salesforce CRM - When Demandbase is integrated with Salesforce, location data about accounts is imported from Salesforce into Demandbase. Demandbase makes available all of the built-in location fields from Salesforce, as well as any custom fields that may have been added to your Salesforce instance.
• Demandbase’s Firmographic Data - For accounts that are associated with a particular domain or website, Demandbase provides location data from our own proprietary firmographic database.

If Demandbase is integrated with Salesforce, then a particular account may have location data from either, or both, data sources. If Demandbase is not integrated with Salesforce, then only the second source, Demandbase’s firmographic data, applies.

Account Geolocation Fields

These fields are available both from Salesforce CRM and from Demandbase’s firmographic data:

• Billing Country
• Billing State/Province
• Billing City
• Billing Zip/Postal Code

The following fields are available from Salesforce CRM:

• Billing Address
• Billing Street
• Shipping Country
• Shipping State/Province
• Shipping City
• Shipping Zip/Postal Code
• Shipping Address
• Shipping Street

Geographic Data About People

Location data about people in Demandbase can come from two sources:

• Salesforce CRM - When Demandbase is integrated with Salesforce, location data about leads and contacts is imported from Salesforce into Demandbase. Demandbase makes available all of the built-in location fields from Salesforce, as well as any custom fields that may have been added to your Salesforce instance.
• Marketing Automation System (MAS) - When Demandbase is integrated with an MAS such as Marketo, Eloqua, HubSpot, or Pardot, location data about people is imported from the MAS into Demandbase.

Demandbase provides information about people only when integrated with a CRM such as Salesforce, an MAS such as Marketo, Eloqua, HubSpot, or Pardot, or both.

The data are available only when at least one of the relevant integrations has been configured.

If a given person is present in both the CRM and MAS, then the location data from the CRM takes precedence over the location data from the MAS.

Person Geolocation Fields

The following fields are available from the CRM and MAS:

• Country
• State
• City
• Postal Code

Geographic Data About Activities

Location data about activities in Demandbase can come from three sources:

• Salesforce CRM - For activities imported from Salesforce (such as Tasks, Events, and Campaign Responses), Demandbase uses the address information associated with the lead or contact in Salesforce as the location for the activity.
• MAS - For activities imported from an MAS such as Marketo, Eloqua, HubSpot, or Pardot, Demandbase uses the address information associated with the lead or contact in the MAS as the location for the activity.
• Demandbase Identification Technology - For digital activities recorded by Demandbase web tracking technology, including visits to your website, Demandbase determines the location of the activity based on the IP address of the web browser used by the visitor. Demandbase’s traffic identification technology can determine physical location based on a visitor’s IP address.

 Activity Geolocation Fields

These fields are available for web page visits recorded by the Demandbase web tracking tag. To see them in action, see View Activity Locations.

*For the Location field: If city is not known, we display state, province, or other national region; if national region is not known, we display country. Location is not aggregated. It represents the number of visitors for a specific location by the most specific name available. For example, you may see three separate entries for, “Saint Paul, Minnesota,” “Minnesota,” and “United States.” These represent three specific locations within the United States, each with the most specific identification available.

Learn More

To learn how to view geographic engagement data, see View Activity Locations.

To learn how to make reports with geographic activity data, see Create Reports on Activities from a Particular Geographic Area.