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Adobe® Marketing Cloud

Demandbase Data Connector for AdobeAnalytics

Contents

Demandbase Data Connector for Adobe Analytics..............................................3

Key Benefits and Features......................................................................................................3

Integration Prerequisites.........................................................................................................3

Deploying the Integration.......................................................................................4

Completing the Adobe Integration Wizard...............................................................................4

Deploying the Integration Code...............................................................................................4

Modifying the Integration Code...............................................................................................5

Including the Integrate Module................................................................................................6

Verifying the Integration...........................................................................................................7

Using the Integration.............................................................................................11

Viewing Traffic and Conversion Metrics by Demandbase Dimension....................................11

Segmenting by Demandbase Dimensions............................................................................11

Demandbase Dimensions.....................................................................................13

Demandbase Standard Dimensions.....................................................................................13

Demandbase Custom Dimensions........................................................................................13

Demandbase Data Connector for AdobeAnalytics

Last updated 6/20/2017

Demandbase Data Connector for Adobe Analytics

This Adobe® Data Connectors integration combines the Real-Time ID service of Demandbase with the behavioralinformation from Adobe Analytics to create a powerful analytics, optimization and content personalization opportunitiesfor B2B organizations.

Delivering relevant content to prospects based on pre-determined characteristics, drives more qualified leads andincreased conversion. Delivering content that is relevant to a particular industry, company size or even a particularcompany itself, allows you to get the right message directly to the visitor, without relying on them finding it on yoursite. This will lead to fewer bounces and a healthier, more qualified conversion funnel.

Key Benefits and Features

Lists the top 5 benefits and features.

• Offers Traffic and Conversion reporting on 8 standard Demandbase organizational dimensions such as CompanyName, Industry and Revenue Range.

• Lets you include an additional 8 optional Demandbase dimensions of your choice. These can include AccountWatch dimensions.

• Includes the use of Demandbase dimensions to build and apply segments across the Adobe Marketing Cloud.• Offers report suite variable optimization. All 16 possible Demandbase dimensions can be captured using only 2

custom conversion variables (eVars).• Lets you send integrated Demandbase dimensions to Adobe Target for use in targeting to specific audiences.

Integration Prerequisites

Calls out key prerequisites for Adobe and Demandbase customers.

Prerequisites for Adobe Customers

• Must be a current customer of Adobe Analytics.• Must be an Adobe Marketing Cloud admin user with permissions to enable Data Connectors.• Must have at least 1 available and enabled eVar variable within your report suite. A second eVar is optional.

Prerequisites for Demandbase Customers

• Must be a current customer of Demandbase.• Must have a valid Demandbase API key that is licensed for Analytics.• Optional: Must have a valid Demandbase API key that is licensed for Content Personalization. This is required

only if you intend to activate the integrated Demandbase dimensions within Adobe Target.

3Demandbase Data Connector for AdobeAnalytics

Deploying the IntegrationDeploying this integration is a simple process that requires the following actions.

Completing the Adobe Integration Wizard

To activate the integration, you must complete the configuration wizard within the Data Connectors interface.

1. Navigate to the Data Connectors (formerly Genesis) area within the Adobe Marketing Cloud.2. Launch the Demandbase 2.0 integration wizard.3. Choose the desired Report Suite and provide a name for the integration.4. Configure the following items:

DescriptionItem

The primary contact's email address.Email address

(Optional) Description for this integration setup.Description

You can obtain this from your Demandbase representative.Demandbase API key

These are the IDs for the 8 optional dimensions. For more information, seeDemandbase Custom Dimensions.

Custom Demandbase Dimension#N

If “true”, the Demandbase dimensions will also be sent to Adobe Target usinga hidden mbox.

Send to Adobe Target

Note: A configured mbox.js file must be implemented on the webpagefor dimensions to be collected.

5. Configure the following Variable Mappings items:

DescriptionItem

Choose an available eVar variable from your report suite.Demandbase Dimensions

Choose an available eVar variable from your report suite.Demandbase CustomDimensions (optional)

6. Configure the names for the Custom Dimension (if applicable).

a. If you chose to include Custom Dimensions in step 4 and mapped the optional eVar in step 5, then you haveto provide friendly names for those dimensions. For example, if you chose to enter “stock_ticker” as CustomDimension 1, then you should change the box containing “Dimension 1” to “Stock Ticker”.

b. Do NOT modify the names of the standard 8 dimensions (i.e. Demandbase SID, Company Name, Industry,etc.).

7. Check the box to have the Demandbase Integration dashboard automatically created for you (recommended).8. Review all configuration items and click Activate Now.

Deploying the Integration Code

After completing the integration wizard, you must deploy the integration code to your Adobe Analytics deploymentcode (s_code).

4Deploying the Integration

Note: If you used Adobe TagManager or Dynamic Tag Management to deploy Adobe Analytics, you caneasily add the integration code using one of those tools.

1. Go to the Support tab and download and save the integration code v2_0_1 resource from the Resourcesarea of the integration.

2. If applicable, make any necessary modifications to the code For more information, see Modifying the IntegrationCode.

3. Include the Integrate Module if it is not already present in your Adobe Analytics deployment code. For moreinformation, see Including the Integrate Module.

4. Deploy the code using one of the following methods:

• Use Adobe TagManager or Dynamic Tag Management to add the code.• Or, deliver the code to the organizational resource that is responsible for updating your Adobe Analytics

deployment code.

Important: Make sure you test deployment for this integration in a development/staging environment beforedeploying it to a production environment.

Modifying the Integration Code

In most cases, you will not need to make any modifications to the integration code that is produced by the DataConnector wizard.

However, if you do need to make adjustments, some of the code settings are described below.

DescriptionCode Setting

The maximum number of milliseconds that the Adobe Analytics imagerequest will wait for the Demandbase data before firing off to theAnalytics collection server.

s.maxDelay

Note: This setting applies across all integrations that might berunning through the Integrate Module.

Your Demandbase API key._db._key

The URL template for the Demandbase API._db._apiURL

The delimiter used to separate the Demandbase dimension valueswhen they are sent to Adobe Analytics. Changing this setting maycause the default Classification Rules to not function correctly.

_db._delim

If true, then the integration code will attempt to use a hidden mbox tosend the Demandbase dimensions to Adobe Target as ProfileParameters.

_db._setTnt

Note: This requires that the mbox.js code exists on the page.

This string is prepended to each Demandbase dimension name beforesending to Adobe Target. Example, if this setting has the value “db_”

_db._tntVarPrefix

then the dimension “industry” will be sent to Adobe Target as“db_industry”.


DescriptionCode Setting

The standard Demandbase dimensions that are sent to AdobeAnalytics. It is recommended that you do not modify this setting. The

_db._dimensionsArray

“max_size” property is the number of allowed characters for thedimension before truncation occurs.

The custom Demandbase dimensions that are sent to Adobe Analytics.The “max_size” property is the number of allowed characters for thedimension before truncation occurs.

_db._dimensionsArrayCustom

The name of the session cookie used to keep the state for theDemandbase API communication.

_db._cName

The name of the contextData variable that is used to sent the standarddimensions to Adobe Analytics. It is recommended that you do notmodify this setting.

_db._contextName

The name of the contextData variable that is used to sent the customdimensions to Adobe Analytics. It is recommended that you do notmodify this setting.

_db._contextNameCustom

Including the Integrate Module

The integration code requires that the Integrate Module exists within your Adobe Analytics deployment.

If you do not already have the Integrate Module as part of your deployment, please complete the following stepsdepending on the type of implementation you have.

For AppMeasurement v1.0+

1. Unzip the AppMeasurement zip file that you downloaded from Analytics > Admin > CodeManager.2. Open the file named AppMeasurement_Module_Integrate.js.3. Copy and paste the contents of this file into your primary AppMeasurement.js file.

Note: Paste it just before the DO NOT ALTER ANYTHING BELOW THIS LINE comment within the file.

For Legacy Code (H-code)

1. Download the Integrate Module from the “Resources” area within the Data Connectors UI (under the Supporttab).

2. Copy and paste the contents of that file into your s_code file.

Note: Paste it just before the DO NOT ALTER ANYTHING BELOW THIS LINE comment within the file.


Verifying the Integration

Validate that the integration is successfully capturing data by checking live tracking and reporting.

Live Tracking

Use the DigitalPulse debugger tool to verify that Demandbase dimension data is being sent through to AdobeAnalytics. After deleting your cookies, reload a page on your website where the integration code has been deployed.Assuming that your current IP maps to an organization recognized by Demandbase, you should see results similarto the following.

Reports & Analytics (formerly SiteCatalyst) includes the two Demandbase context data variables:

Target Mbox includes the Demandbase Profile parameters:

You will see this only if you have Target implemented on the page AND you have this integration configured forAdobe Target – see Step 4 in the Adobe integration wizard.


Reporting

Review your Demandbase reports within Adobe Analytics using the Dashboard that was automatically created foryou using the Adobe Integration wizard (Step 7).

Alternatively, you can navigate to the Demandbase reporting within the Adobe Analytics menu structure – seescreenshots below.

Note: This data should appear within 24-48 hours of successful deployment.


Frequently Asked Question

What does "[n/a]" mean?


The Demandbase Data Connector indicates when an attribute is “Not Available” by setting this default value. Thereare two common scenarios where the default is set:

• Demandbase detects that the visitor is coming from an IP address that does not belong to a company.• An Account Watch attribute (beginning with “watch_list”) is used, but the company is not in your Account Watch

list.

Why does “[n/a]” appear more often for certain attributes?

Demandbase classifies all IP addresses and provides the audience and audience_segment attributes even whenthe visitor is not coming from a company IP. When audience returns values such as “Residential”, “Wireless”, and“Hospitality”, the rest of the attributes are likely not available.

At times, a visitor’s audience will be “SMB”, but other attributes will show “[n/a]”. This means Demandbase is ableto classify the visitor as a small business, but the full company profile is not available. This typically happens for thesmallest companies, when more than one small business is using the same service provider or block of IP addresses.

Developer Considerations

If you need to adjust the default value in your implementation, update the line:

_db._nonOrgMatchLabel = "[n/a]";


Using the IntegrationOnce the integration is deployed, you can begin using the additional capabilities that it provides.

Note: It can take 24-48 hours to begin seeing some of the Demandbase data within Adobe Analytics reporting.

Here are some actions you can take to get value from this integration from within Adobe Analytics:

Viewing Traffic and Conversion Metrics by Demandbase Dimension

This integration provides new dimensions that become available as Adobe Analytics reports.

The report below is an example of analyzing both Visits and a conversion metric (Webinar Registrations) that havebeen broken down by both the Audience type and then by Industry.

Segmenting by Demandbase Dimensions

A primary feature of this integration is the ability to create Adobe Analytics segments based on the Demandbasedimensions.

For example, you can build a segment that will include only Visits from SMB organizations.You might call this Visitsfrom SMBs. Its definition would be:

Audience equals SMB.

For more information on how to build segments, consult the Analytics Segmentation Guide.

This segment can then be applied to practically any report – one example is the Time Spent per Visit Report seenhere:

11Using the Integration

https://marketing.adobe.com/resources/help/en_US/analytics/segment/

12Using the Integration

Demandbase Dimensions

Demandbase Standard Dimensions

Lists the standard dimensions that will automatically be captured with the integration.

DescriptionAPI FieldDimension

The unique identifier for the organization identified fromthe Demandbase database.

demandbase_sidDemandbase SID

Demandbase’s standardized organization name for thecompany identified.

company_nameCompany Name

Industry name or industry vertical for the organizationidentified.

industryIndustry

Industry specialty name for the organization identified.sub_industrySub-Industry

Employee range based on the number of employees forthe organization identified.

employee_rangeEmployee Range

Revenue range based on the annual sales of theorganization identified.

revenue_rangeRevenue Range

Classifies web traffic by defined categories (e.g.Enterprise Business, Mid-Market Business, SMB,Government, Wireless, Residential, etc).

audienceAudience

Depending on Audience type, additional classificationgranularity is returned (e.g., Branch type for Government;Institution type for Education; Industry for Business).

audience_segmentAudience Segment

Demandbase Custom Dimensions

Lists optional dimension identifiers that can be given in Step 4 of the Adobe Integration wizard.

If you are unsure of the exact API ID to enter into the wizard, please consult with your Demandbase representative.

Important: It is strongly recommended that you do NOT include IP Address as a custom dimension. Theextremely high number of unique values may cause performance issues with reporting. In addition, IP Addressis already offered as a reporting option through Adobe data warehouse reporting.

DescriptionAPI IDsDimension

Indicates whether the organization identified is classified asan ISP.

ispISP

Cleaned and/or shortened organization name (32 charactersor less) for use in ads, messages or marketing copy.

marketing_aliasMarketing Alias

13Demandbase Dimensions

DescriptionAPI IDsDimension

Unlimited set of tags defined by client that may be added totheir API response data, by organization.

Example: if you have a Watch Tag called Q4 Target, the APIfield would be

watch_list_q4_target

watch_list (custom)Account Watch Tags

Indicates whether the organization is on the Fortune 1000 list.fortune_1000Fortune 1000

Indicates whether the organization is on the Forbes 2000 list.forbes_2000Forbes 2000

The number of people employed at the organization.employee_countEmployee Count

For public entities, annual revenue is based oncompany-reported public records for the global HQ on all

annual_salesAnnual Sales

locations. For privately-held organizations, it is based onconsensus estimate for the yearly sales revenue number.

The telephone number of the organization identified.phonePhone number

The street address of the organization identified.street_addressStreet address

The city of the organization identified.cityCity

The state of the organization identified.stateState

The ISO two-character country code of the organizationidentified.

country_codeCountry Code

The string value country name of the country for theorganization identified.

country_nameCountry Name

The zip code of the country/state for the organization identified.zipZip

The URL used by the organization identified.web_siteWebsite

The stock ticker if the organization identified is publicly traded.stock_tickerStock Ticker

Consensus SIC code assigned for the organization identified.primary_sicPrimary SIC Code

Latitude for the location of the organization identified.latitudeLatitude

Longitude for the location of the organization identified.longitudeLongitude

The amount of website traffic, estimated to low, medium orhigh or very high.

trafficTraffic

Indicates that the identified company primarily sells to otherbusinesses.

b2bB2B

Indicates that the identified company primarily sells toconsumers or individuals.

b2cB2C

Up to 75 technology categories that are defined by customersvia category, vendor and products for the use of targetingand/or customizing ads, messages or marketing copy.

???Technology Insight

14Demandbase Dimensions

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