View Activity Locations

Context

Demandbase records the physical location around the world where digital activities, such as web page visits, take place. In addition, for activities imported from a marketing automation system (MAS) or CRM, Demandbase provides physical location information based on the address of the person who performed the activity.

When analyzing account engagement, it can be enlightening to view location information for the various engagement activities. This is particularly true for activities that are associated with a company that has multiple offices across the country or around the world. Knowing the specific locations from which engagement occurred can help marketers and sellers determine the best course of action when following up with an account.

Depending on how sales and marketing responsibilities are organized, knowledge of which locations have exhibited the most engagement can impact who will follow up; how they will follow up; and with whom they will follow up and whether by direct sales interaction or inclusion in marketing campaigns.

Prerequisites/Preparation

The following prerequisites are typically taken care of when you set up Demandbase with your account team. Here is information about them, if you still have questions:

• The Demandbase web tracking tag must be installed on your website for Demandbase to report on web page visits to your website. See Understanding the Demandbase Tag.
• Demandbase must be integrated with a CRM or MAS for activities from these integrations to be available for analysis within Demandbase.
  For more information, see:
  • Demandbase and Salesforce Integration Overview
  • Demandbase and Microsoft Dynamics CRM Integration Overview
  • Demandbase and HubSpot CRM Integration Overview
  • Integrations: Marketing Automation Systems.

To learn more about geolocation data, see Understanding Geographic Data in Demandbase.

Steps

1. From the left navigation bar, go to  Analytics > Engagement and select an account or account list.
   
   
2. (Optional) If you want to view only activities of a particular type, such as web page visits, create a filter to narrow down the activity type.
   a. At the top right, click More Filters. The More Filter window opens.
   b. Select the Advanced sub-tab and click the plus icon to add a new filter.
   
   c. In the Select field… box, select Activities  > Type.
   d. Click in the Select… box and search for Page Visits (Anonymous) (or another activity).
   
   e. Click Apply Filter at the bottom right of the window.
   
   
3. Create a custom Heatmap view.
   a. Scroll down to the Heatmap section and click Custom.
   b. For Rows, select Name. Choose a Name option that’s an Account object type . It can come from Salesforce , a CSV Import , or a Merged source .
   c. For Columns, select  Country or another geographic activity field, such as Global Region, Location, or Census Division. Choose a field that’s an Activity object type   from a Demandbase source , (See the full full list of available fields below.)
   
   
   
4. Add location fields to the table.
   a. Scroll down to the table and select the Activities tab.
   b. Click Edit Columns at the bottom left of the table. The Edit Columns Fields to Display window opens.
   c. From the drop-down list, select one or more location fields, such as  Location, Global Region, Country, Country Code. (See the full list of available fields below.)
    
   Tip: To remove any columns/fields, click the minus sign on the right. To reorder them, grab the drag icon and move each field.
   
   

Outcome

Following these steps gives you two forms of insight into geographic location of activities captured by Demandbase: 

• The heatmap visualization summarizes the aggregate level of engagement in each location for each account.
  
  
• The table provides detailed location information about each engagement activity.
  
  

Important: For the Location field: If the city is not known, we display state, province, or other national region; if the 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.  

Next Steps

To export the detailed data from the table in CSV format for further analysis, click Export. You can then import it into in Excel, Tableau, or similar spreadsheet or data analysis software.

As a follow-up analysis, consider setting up a report that will periodically alert you or your colleagues about engagement from a specific geographic area of interest. Learn how to do so in the article, Create Reports on Activities from a Particular Geographic Area.

Activity Geolocation Fields

The following fields are available for web page visits recorded by the Demandbase web tracking tag.