Demandbase Releases Real-Time Company Identification Module for Google Analytics

Demandbase Platform Identifies Traffic In Real Time to Enable New Account-Based Analysis & Insight within Web Analytics

SAN FRANCISCO--(BUSINESS WIRE)-- Demandbase, Inc., the real-time personalization and targeting platform for marketers, today announced the availability of a Real-Time Company Identification Module for Google Analytics, a widely used tool to measure, analyze and optimize integrated data from all online campaigns. Real-Time Company Identification for Google Analytics provides users with previously unavailable information about the companies visiting a website, giving B2B marketers a completely new way to view, analyze and segment web traffic, including the ability to report traffic and behavior based on specific companies, industries, company sizes, revenue bands, and even CRM-based account status.

“Demandbase enables Google Analytics to provide the kind of deep insights that are meaningful to B2B sales and marketing organizations,” said Wade Tibke, from Tableau Software. “The ability to identify and analyze web traffic down by industry, company or account type helps me see what my most valuable visitors are doing each time they visit my site, which is crucial to aligning our marketing and sales efforts. Google Analytics’ value just increased dramatically for our organization.”

Demandbase provides Google Analytics with previously unavailable information about a website visitor’s company, including industry, size, location, revenue and customer status. Google Analytics uses the attributes delivered by Demandbase to identify and segment corresponding visitor page flows to provide customers with a better understanding of how specific accounts and segments interact with a company’s web site. This integration enables marketers to report site metrics by account, and provide sales teams with the information necessary to close the sale. In addition to web analytics tools, the Demandbase platform can help improve marketing efficiency and performance of web chat, web forms, marketing automation, content management and CRM systems.

“Website activity and engagement is emerging as the single biggest predictor of buying intent. While web analytics tools like Google Analytics are widely used by businesses to measure general web traffic, they currently fall short of their full potential for B2B. Stand alone analytics tools are great at reporting overall page flows, click metrics and campaign volumes, but B2B marketers view traffic differently than B2C marketers to understand buying signals —looking at company patterns to determine how target accounts or even how industries are behaving,” said Chris Golec, founder and CEO, Demandbase. “By integrating Demandbase into Google Analytics, marketers can zero in on the highest-value traffic and deliver campaigns targeted to the accounts that matter most to the company’s bottom line.”

Demandbase is also a sponsor of the Google Analytic Users’ Great Event (GAUGE) in Boston on October 3-4. Today Amit Varshneya, Demandbase Vice President of Strategic Services, will be speaking in a developer training session, Integrating Google Analytics with Internal & 3rd Party Data Sources, Thursday, October 3 at 2:00 pm.

To learn more about the Real-Time Identification for Google Analytics, please visit

About Demandbase

Demandbase is the first real-time targeting and personalization platform for B2B, transforming the effectiveness of marketing programs and marketing’s ability to impact revenue. While personalization tools have long existed for B2C, until now, none were geared specifically to enable B2B marketers to make online interactions more effective, delivering the right message at the right time. Without the use of cookies, Demandbase’s Real-time Identification service bridges the gap between known and anonymous web visitors by identifying and segmenting the companies visiting a website, and providing detailed, targetable business attributes in real-time. Demandbase integrates with other sales and marketing technologies to deliver unique intelligence about web visitors, and better attract, convert and retain the right customers. Enterprise leaders and high-growth companies alike use Demandbase to drive better marketing performance. For more information, visit

Media Contact:
Dotted Line Communications
Jennifer Conway, 987-463-0289

Source: Demandbase