Bombora's B2B Data Co-op
Bombora's Intent Data Collection Methodology
Bombora's Demographic and Firmographic Data Collection
B2B Data Co-op
An exclusive collective of premium vendors, analyst firms, and content syndication businesses, forward-thinking publishers, marketers, agencies, technology providers, research and event firms all benefit as members of Bombora’s B2B Data Co-op.
From the largest business media companies on the planet to the most niche special interest destinations, cooperative members receive direct access to a massive pooled data set that details business firmographics and buyer intent across the B2B web at massive scale. In return, they contribute privacy compliant, brand anonymous, visitor consumption data.
The scale of the B2B web
Bombora’s B2B Data Co-op is the largest of its kind, ensuring a valid historical baseline delivering scale exponentially greater than any one site:
- 2.8 million companies content consumption monitored
- Across almost four thousand websites
- 66.8 billion quarterly content consumption events
Figures for Q3 2018 (average of monthly figures from July to September)
Bombora is the largest aggregator of B2B Intent data, an indicator of increases (surges) in business purchase intent.
Unlike B2C which tends to be an individual buying experience, the B2B buying process often comprises of buying groups across different departments of an organization. Individuals within the buying group have different priorities and may be researching across a range of topics on the Internet.
Those research activities typically occur across third-party content and can include downloading white papers, attending webinars, sharing articles, reading case studies, and registering for specialized information.
Through our trusted Data Co-op of over 3,800 B2B publishers, we monitor the website behavior and content consumption activities of over 2 million companies. These activities are aggregated into intent, demographic, and firmographic data segments that represent a strong indicator of business purchase intent. This data is made available for marketing and sales initiatives.
Frequently Asked Questions
- How is Intent data collected, and how is the content accessed to derive Intent data?
- What content does Bombora have access to?
- How does Bombora ensure the quality of content in the Data Co-op?
- What are the differences between Bombora's intent topics and other intent providers' keywords?
- How do you assign a business domain to a device?
- What is the verification process that you use to identify fraudulent cookies, such as bots?
- Is your data deterministic or probabilistic?
- Do you have cross-device targeting?
- How is Bombora's Intent data GDPR-compliant?
- How is Bombora ethically responsible to its Data Co-op members?
Check out this Audience Solutions article for a complete list of our segment types and their descriptions.
Bombora accesses content through its Data Co-op (cooperative) of 3,800+ websites. It has direct relationships with some of the world’s most notable B2B publishers, marketers, agencies, technology providers, research and events firms.
The largest of its kind, Bombora’s Co-op approach to Intent data collection makes possible a consistent and stable historical baseline measuring company-level content consumption. This baseline effectively spans the B2B web, delivering at an exponential scale greater than any one site.
Direct relationships with Data Co-op members allow Bombora to place tags directly on their sites. This tag collects anonymized information about a visitor’s IP address, an anonymized cookie ID, a timestamp of when they visited and geo-location information. Bombora does not use device fingerprinting to track users.
Bombora also has access to all of the content across each of these websites. What is unique to Bombora is the ability to access, analyze and classify all of the information about a site visitor’s onsite content consumption and their engagement metrics, including: topic consumption, scroll velocity and dwell time.
From this data, Bombora has created its (growing) taxonomy of nearly 6,000 Intent topics, which are evaluated over three months' time to establish a 'baseline' of interest.
Since the inception of its Data Co-op, Bombora has focused, and continues to focus, exclusively on B2B content. Sites in the Data Co-op are constantly vetted for content, brand and traffic levels to ensure that the Intent dataset is representative of the B2B ecosystem at large. This focus ensures that Company Surge® data is truly representative of B2B content consumption interest.
There are some key differences between Bombora's Intent topics and other providers' keywords. The derivation method is different, as our Intent topics are based on data science, and keywords are scraped terms from a given content source. Check out the resource below to learn more about the differences and why they matter.
Bombora identifies the domain of a device that visits a page in the Bombora B2B Data Co-op through a proprietary domain assignment process. Our one-sheeter below provides more information on the methods we leverage to identify the company of a device. Typically we can associate a domain to a device ~20-30% of the time.
We use proprietary methodologies that include user agent detection, IP blacklist and behavioral models for non-human traffic detection.
It varies by the segment type, but our data is comprised of both deterministic and probabilistic data.
Bombora has partnered with a leading cross-device provider to unify a person's digital footprint across multiple devices and get a holistic view of the content consumption activity of the individual. In some cases when a person is connected to home wifi (ISP) or a mobile device, and not connected to office wifi, we are unable to track the activity.
There are two main paths to GDPR compliance – legitimate interest and consent. Bombora is taking a consent-based approach to comply with the requirements of GDPR.
Where other forms of Intent data are based on legitimate interest, Bombora has a direct relationship with owners of the sites in its Data Co-op. Bombora is explicitly listed as a vendor and our data usage (its purpose) is detailed, providing visitors the opportunity to provide knowing consent.
To give users control over their privacy and tracking preferences, Bombora also uses standardized opt out processes as well as making a Data Subject Access Request (DSAR) portal available - another requirement of GDPR.
Fundamental to the Data Co-op model is confidentiality around the originating source of content consumption behavior. To ensure this, Bombora anonymizes the content consumption activity that it collects and translates this into raw topics, which it uses in aggregate to form its Intent dataset. The identity of the Co-op member is never exposed.
Bombora aggregates B2B demographic and firmographic data to provide targetable segments such as revenue, company size, professional group, functional area, industry, and seniority. The data is collected from a combination of anonymized publisher registration data, proprietary IP-to-Company mapping technology, and offline data sources.
The offline data sources that we work with specialize in offline data acquisition. While their data collection methods are proprietary, they do share that some of their sources include, but are not limited to, registration or whitepaper form fills, resumes, and business cards.
For a full list of audience segments available for targeting, please download here.
- How are your B2B audience segments collected, and where does the offline data come from?
Double click the list below to view the audience segment types that are available and sourced from various data acquisition partners.