Understanding Geographic Data in Demandbase One

  • Updated

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 AccountIcon.png
  • Person fields: Silhouette icon PeopleIcon.png
  • Activity fields: Pulse icon ActivitiesIcon.png

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 PeopleIcon.png Country or the Activity’s ActivitiesIcon.png Country.

Geographic Data About Accounts

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

  • Salesforce CRMSalesforceIcon.png - 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 DataDemandbaseIcon.png - 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 PeopleIcon.png 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 Platform - When Demandbase is integrated with a marketing automation platform (Marketo, Eloqua, HubSpot, or Pardot), location data about people is imported from the marketing automation platform into Demandbase.

Demandbase provides information about people only when integrated with either Salesforce CRM, or a marketing automation platform (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 Salesforce and a marketing automation platform, then the location data from Salesforce takes precedence over the location data from the marketing automation platform.

Person Geolocation Fields

The following fields are available from Salesforce CRM and marketing automation platforms:

  • Country
  • State
  • City
  • Postal Code

Geographic Data About Activities

Location data about activities ActivitiesIcon.png 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.
  • Marketing Automation Platform - For activities imported from a marketing automation platform (Marketo, Eloqua, HubSpot, or Pardot), Demandbase uses the address information associated with the lead or contact in the marketing automation platform 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.

Field Name  Example Values

Location

Woodstock, Georgia
Naples, Italy
Lehi, Utah

Global Region

EMEA
APAC

LATAM

NA

Country

United States
Italy
Israel

Country Code

Two-letter ISO abbreviation for the country:

US
IT
IN

Census Region

US only:

South
West
Midwest
Northeast

Census Division

US only:

New England
South Atlantic
Pacific
Mountain

State

State, province, or other national region:

Georgia
Ontario
New Jersey

State Code

Two-letter code for state, province, or other national region:

GA
ON
NJ

City

Naples
Lehi
Toronto

Postal Code

20149
M2J
08816

Longitude

-74.40
78.86

Latitude

32.32
40.85

*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 some ver useful 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.

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