Frequently Asked Questions

Data Integration

Is my only option to download CSV files for domains and contacts?

No! We also have API integrations with Eloqua, Marketo, SalesForce, Hubspot, and a REST API to access companies and leads.

What if InsightBase doesn't have an API connector to vendor I want to push data to?

We have a custom API that is an Open REST API. If there is a vendor you wish to push data to in real-time, we can use that API token to authenticate and test the mappings of where you would like the data to flow into.

Demand Generation

What is PersonaBase?

PersonaBase generates demand generation using intent signals from our InsightBase account acceleration platform. We customize email campaigns using your specific marketing and sales goals. Then, we feed these qualified contact records directly into your CRM or marketing automation platform. Learn more about PersonaBase.

What is ActiveBase?

ActiveBase verifies and qualifies contact records in person over the phone, then feeds them directly into your CRM or marketing automation platform. You get four highly qualified levels of delivery:

  • Prospecting: Responded to our telephone offer to download a white paper.
  • Marketing Intelligence: Answered a profiling question such as “Who is your current service provider?”.
  • Marketing Qualified: Answered a profiling question and a pain-point question.
  • Sales Qualified: Specified an intent to review or replace their current solution in the next 12 months. 100% quality-checked.
  • Learn more about ActiveBase.

DisplayBase® FAQ’s

What is so different about DisplayBase? Isn’t it just running an ad on a website?

No, it is much more than that. DisplayBase is a sophisticated solution that allows advertisers to target the right audience across a wide range of sites and mobile apps instead of being limited to a specific list of websites. Just think, without intent targeting or audience targeting, businesses waste precious marketing dollars displaying ads to people who are not necessarily interested in their brand. DisplayBase users can select the exact audience they want to target and deliver their ads to the users that fit their criteria, anywhere on the web!

Moreover, by using 3rd party IAB certified tags and our sophisticated classification algorithm, we can immediately verify your targeting data and respond to changing content in near real time across devices and channels. This way we can ensure that every advertising dollar spent is delivering the right audience. With over 30 billion daily impressions available, we can bid across all major ad exchanges in near real time to achieve optimal reach and targeting of campaigns.

When using DisplayBase am I able to pick and choose specific sites, networks or exchanges on which to bid?

No, each campaign is fulfilled based on budget and inventory. We are not able to guarantee placement.

With DisplayBase, are impressions guaranteed?

We can give estimates and help manage expectations based on the campaign up front, however we cannot guarantee impressions. Over time, as we see how a campaign performs, we can refine those estimates even more. Results can vary based on several factors such as season, category, trends, and costs. Customers/prospects only pay for the impressions they receive.

Are “keywords” for use in a contextual campaign with DisplayBase important?

Yes. Keywords play a large role in contextual campaigns. Keywords can be provided, or a list can be recommended. As an industry best practice, a list must contain a minimum of 15 words but there is no maximum. It is recommended that keywords be a split of broad and specific for optimal targeting performance.

What’s the difference between getting charged by impression or by click?

If you are charged by impression, it means that you will be charged each time your ad is served. Therefore, a CPM (Cost per 1000) of $10 means an advertiser would pay $10 for every 1000 times the ad appears. When you pay per click, it doesn’t matter how many times an ad is served –you will only get charged when someone clicks on it, just like a pay-per-click search campaign. The DisplayBase program is not available on a pay-per-click basis.

How do we know the campaigns are not getting “bot” traffic?

The DisplayBase platform uses 3rd party IAB certified tags and reporting so we can immediately verify data and respond to changing content to deliver optimal protection. With DisplayBase, you get:

Partnership with a Media Ratings Council-certified company that monitors and detects fraud.
Weekly integration with a universal block list, which identifies domains that have been reported to be
selling fraudulent traffic, as well as IP-level blocking to block suspect IP addresses.
Detection and blocking of sites flagged for “impression laundering” – sites that display one name while
selling traffic from another domain.
We are constantly monitoring and analyzing creative, websites and exchanges to provide the safest, highest-quality, and most relevant page environments for your customer’s ads.

Is the DisplayBase user able to set a “frequency cap” with behavioral campaigns?

Frequency caps are set for retargeting campaigns, but as a best practice, they are usually not applied to other behavioral targeted campaigns. We can work with you on the optimal frequency cap, but the ideal frequency cap would be 3 to 5.

How does retargeting work?

Retargeting allows you to reach users that have visited your website with a targeted message after they have left the site. By building an audience of users that have visited your site, you can create customized campaigns that are only seen by those that recognize your brand. The highly targeted nature of these campaigns requires a higher fee than broadly targeted ones; however, overall costs are generally lower since the audience sizes are smaller and campaign performance is typically better.

Can you explain fraud monitoring and site blocking?

Our internally-developed contextual crawler spends 24 hours a day, 365 days a year reading sites to determine not only content on the page but also keywords or phrases to ensure that ads won’t be served on pages deemed as inappropriate. One of the key takeaways here is that greater security can be delivered by analyzing down to the web page level, not just the domain level. The average Fraud-Free Rate is 92-95% with IAS Brand Safety

How is click-through-rate (CTR) measured?

The percentage of ad impressions that were clicked on as compared to the entire number of ads served.

What other variables impact CTR and overall campaign performance?

There are many factors that influence campaign performance, including but not limited to:

Ad size, creative, format, and placement
Use of appropriate messaging and call-to-action
Frequency – the number of times the ad is shown to a user
Targeting – tactics relevant to direct response are recommended for boosting click-throughs
Type of site, industry, and device
Example 1:

Recent Marchex research shows that mobile display ads in the finance category drove more calls from new prospects than other channels, such as search engines and directories – 37% versus 32% and 11% respectively.

Example 2:

On average, travel buyers take a considerable amount of time (3.1 days) to convert after first seeing an ad. Consumers purchasing from the airlines typically convert faster (2.1 days) while lodging and hotel purchasers take an average of 4.2 days to convert. This suggests that direct response campaigns focused on click-throughs may not be an effective strategy for advertisers in the travel industry.

What is the difference between a Click-Through and a View-Through?

The Interactive Advertising Bureau (IAB) defines a Click-Through as a user clicking on a link that redirects the user’s web-enabled device to another web destination. In the case of online ads, the link is usually embedded in a call-to-action message or button. A View-Through is when a consumer sees a brand’s ad, does not click on it, and then later visits that brand’s website.

Are users that click on ads more likely to make purchases?

Clicks are only a partial measure of the effectiveness of online ads. In fact, a 2013 research study by online measurement firm, comScore, analyzed more than 260 million ad impressions across 18 advertisers and demonstrated that the correlation between clicks and conversion was the lowest (0.01) among metrics tracked in the study; the highest correlation to conversion was if the user dwells on the ad or interacts with it. ¹

Another research firm, Quantcast, found that the users that click the most on ads have lower conversion rates than those that are less likely to click.

Should the pixels for retargeting and view-through be sent before a campaign goes live?

Yes. The pixels need to be placed on the site before the campaign launches, as retargeting cannot be executed, and view-throughs cannot be tracked without this mechanism in place. For retargeting ads to start appearing right away, it is recommended that the pixels be placed a few days prior to the launch of the campaign so that more site visitors are tracked between the time the pixels are placed and the site goes live.

Why do view-throughs matter?

Most people exposed to an online ad do not click on the ad at the time they see it, even if they are interested in the product or company. Since they are engaged in reading a news story or checking sports scores, they may not want to click on the ad and be taken to another site at that time. However, when they have time later, they may remember the ad and go to the website.

Recent research from comScore shows that 90+% of site visitors and page viewers were exposed to at least one ad from the company but had not clicked on any of the ads. The company also reported that Internet users that do not click on an ad, but visit a brand’s website later, have higher conversion rates than those that did click on the ads – 80% of conversions are from post-impression actions (or view-throughs) versus 20% from click-throughs. Results from a Rocketfuel case study mirrored these findings, with 50% of conversions occurring within six hours of an ad impression and 70% occurring within 24 hours of the impression.

How do we define success on a purchased campaign?

We look at impressions served, Click-Through Rate (CTR), and View-Through Rate (VTR). These show us how many ads were served, how many times an ad was clicked on, and how often someone was driven to engage with a website by viewing an ad, even though they did not click on it.

How often is the dashboard updated? Is it in near-real-time?

The dashboard needs to populate and updates every night at approximately 3am EST so that fresh data can be viewed the next morning.

Are we notified every time a campaign is optimized?

No, customers are not notified on the optimization strategies that are being applied to their campaigns. An email notification is sent when a campaign starts and the reporting dashboard starts populating. The dashboard can be accessed at any time to check campaign progress.

Are impressions optimized steadily throughout the campaign?

Yes, the optimization strategy is based on campaign performance – the number of impressions generated – and we are always monitoring campaigns to make sure they are on track.

Does DisplayBase provide pixel setup so that I can properly set up retargeting and view-through tracking?

No, but we do provide “how to” directions and will help as part of your campaign to answer any questions you may have.

InsightBase® FAQs

What is InsightBase?

InsightBase is our SaaS software intent solution that allows you to identify the exact person who is in-market along with their demand unit or buying group that is making the purchase decisions.

InsightBase’s proprietary intent monitoring, segmentation, and research tools go beyond lookalike modeling to identify your total active market. You can readily locate prospects that are in-market.

InsightBase® is an award-winning integrated marketing management solution which now includes the content syndication power of PersonaBase and the steady flow of demand generation from ActiveBase®.

InsightBase is a powerful integrated solution that allows you to monitor the results of your demand generation campaigns across a diverse range of solutions, giving you the most complete picture of what’s working and what’s not, so you can optimize your funnel for maximum ROI.

What does InsightBase do?

InsightBase is our solution for discovering B2B contact-level intent. We gather information from the global web and then run this raw data through our True Influence Relevance Engine™ that uses natural language processing, machine learning, and artificial intelligence to identify intent signals.

InsightBase identifies companies, individuals, and buying groups exhibiting intent on B2B content and topics. Your product or solution is identified and targeted using a list of over 6,000 B2B topics.

With InsightBase you know the exact person exhibiting intent. Each contact record comprises all available contact information, including name, title, email, phone, mailing address, as well as the company firmographics. All this is readily accessible through our easy-to-view Visual Dashboard & Reporting displays.

What Makes InsightBase Different?

Our proprietary intent engine and B2B Identity Graph allows us to identify not only the location the intent came from, but the exact individual showing intent. However, we identify not just individuals, but entire buying groups and demand units that are researching a particular solution, thus giving your sales and marketing teams a much needed edge over the competition.

InsightBase even identifies missing members of a Buying Group and alerts you when new contact-verified influencers have surfaced within the account.

With increased security compliance and more power to improve your marketing campaigns, InsightBase has included PersonaBase and ActiveBase — all within a single user interface. By integrating your campaigns in one place, you can easily measure results while decreasing costs. Email alerts notify you when your campaigns are available in InsightBase.

What is the InsightBase Relevance Engine?

InsightBase’s exclusive Relevance Engine™ analyzes data using AI, machine learning, and natural language processing to find intent trends.

This advanced multi-variable Relevance Engine compares the frequency of signals from an organization as well as other variables such as source, then compares it to the organization’s baseline to determine whether there is a spike in intent. Current activity for every individual is identified. The advanced analytics use variables for 6,000+ topics (hardware, software, and service solutions) that are essential to B2B markets.

This unique approach to market intelligence offers far deeper insights into audience behavior than the simple averaging used by some other intent monitoring solutions.

Can I Use InsightBase with my existing platforms?

InsightBase also supports leading sales and marketing platforms. With CRM bi-directional integration, data can be shared without manual intervention. Once integrated with your CRM, InsightBase dynamically updates changes in your coverage map, including each sales representative assigned to an account. Sales teams will know which of their accounts are “hot prospects” based upon that prospect’s intent activity with relevant topics.

InsightBase also supports integrations with Salesforce, Marketo, Eloqua, and Hubspot. We have a RestAPI that enables you to integrate with any other software system. We verify the phone numbers and email addresses for contacts at those locations for accuracy, identifying spikes in activity around the topics you have included with your campaign. You can also set up email alerts to notify your sales team or any other team members when new companies or contacts are showing intent.

What is Triplecheck® for Contacts?

There are three components that make up our TripleCheck® verification process.

First, we use proprietary algorithms to screen out inaccurate records, so only real, active B2B contact records get delivered to you. Second, our team tele-verifies the business contact information as required, including phone numbers, for complete and up-to-date accuracy. Third, our contact records are 100% guaranteed. Any out-of-target contacts are replaced, no questions asked.

Do I own the data?

InsightBase is a subscription model and we lease the data to our users. With your subscription model, you have full access to complete B2B contact records.

Can I upload data into InsightBase?

Yes, a user can upload a CSV file of domains or DUNS numbers, (if you are a Dun and Bradstreet customer) to be used in the build-out of an intent campaign in InsightBase. An uploaded list can be used to prioritize a named account list or as a suppression list to source net new accounts.

With what types of solutions can I use InsightBase data?

InsightBase is vendor-neutral in the digital marketing and data space. We want you to have the choice to pick best-of-breed solutions that work best for your organization. InsightBase can work with any solution that can ingest a CSV file (i.e. predictive analytics, programmatic, data warehousing, marketing automation platforms, and CRM). As your digital marketing landscape continues to evolve, InsightBase can serve as a foundation piece that makes your stack work better and faster.

As an InsightBase Subscriber, can True Influence Help With my Overall Campaign Strategy?

Yes. Typically we recommend users set up three basic campaigns: the first to monitor existing customers for potential competitive threats or cross-sell/up-sell opportunities, a second for identifying net new companies exhibiting intent in your solutions, and a third that focuses on optimizing content and marketing campaign strategies for existing targets and prospects to move them further down your pipeline.

What Makes Buying Groups or Demand Units so Important?

Over 59% of all purchase decisions are made by buying groups – not just individuals. InsightBase’s latest feature is the auto-identification of those Buying Groups (or Demand Units) within an account. Each Demand Unit is defined by you, and focused on the solution or bundle offer, and each persona that would influence the purchasing decision. InsightBase also identifies missing members of a buying group and alerts you when new contact-influencers has surfaced within an account.

Our user-friendly screen displays allow you to quickly see when prime contacts are showing intent, and helps you prioritize which offer to focus on. You can also assign people to a Buying Group right from the Company Summary.

Intent Signals

What kind of intent signals do you monitor?

We get our True Influence Intent Signals from many sources including web pages visited, search, impressions, email, and webcast registrations. We then process these to make it easier for our customers to find out who the contacts in the companies are, what their interests are, what their needs are, and how they want to engage. Signal data is also derived from the content your prospects consume such as blogs and online publications read, videos watched, and the like.

Are these actual contacts that generate the signals?

We work with anonymous data. We know the location of where the signal has come from based on the city, state, and domain. Since we know the location of the signal, the spike level, and the topics around the web behavior, we can infer that a contact at that location with the appropriate job level and function would be a good place for you to engage.

How do I know what topics are trending across industries?

The Topic Insights report shows you which topics are spiking in specific industries. This allows you to determine a fact-based strategy of how to tag your content (white papers, blogs, videos, etc.) to generate a higher lift engagement from emails sent via a marketing automation platform, or content within programmatic display.

Is there a report that shows what type of web interaction(s) (emails open, web cast registrations, etc.) contributed to the change in activity around topics?

We do not have any reports that show the specific web interactions that contributed to the change in activity level. We only compile the topic, domain and location, and we measure that against the six-month baseline for trend analysis.

What is the Relevance Engine?

The Relevance Engine supports InsightBase by identifying meaningful spikes in interest in a given topic or product category, supporting both account-based marketing and marketing automation outreach campaigns, among other uses. Learn more about the technology behind the Relevance Engine.

Our Data

Where does True Influence get its data?

We access and measure millions of B2B intent data points across the global web each day including, cookie data, bidstream data and our own data. This data is then organized into 6,500+ topics that are critical to B2B purchase decisions. InsightBase’s exclusive Relevance Engine™ analyzes the global web data using AI, machine learning, and natural language processing to find intent trends. Then, InsightBase identifies individuals, buying groups and demand units who are actively researching your solutions.

What kind of data makes up InsightBase?

Intent signals, technology installs, and contacts are the three components that make up the database that fuels InsightBase. We compile data from the global web and verify the data. Then we produce correlated, consumable data to fuel digital marketing strategies around named account lists, display ads, marketing automation, and analytics.

How often do you update intent signals?

We are compiling intent signals each day. We match these intent signals to both company domains and to individual contact records that we update on a weekly basis.

What does the workflow of data look like?

We source data from the world-wide web in a raw file format. The behavioral data is computed based on topic-activity-level spikes at company locations and/or individuals.

What is the difference between InsightBase and predictive analytics? Don't both use intent data?

InsightBase is based on individual behavior on the world-wide web. Predictive analytics is based on an algorithm.

Security and Compliance

Learn about our privacy policy.
What type of data security does InsightBase offer?

InsightBase is housed in the AWS data center, and the data is secured through AWS protocols. Learn more about AWS privacy policies.


How do i submit feature requests or an idea to improve InsightBase?

We are always looking to improve InsightBase, and one of our best resources is input from our customers and prospects. You can send your suggestion to your customer success manager, sales rep, or customer success center, and we will enter your request into our development queue for future product releases.

Topics and Categories

Can you explain your topic dictionary?

For every signal we monitor, we’re listening for 6,000+ granular B2B topics. We will assign up to 10 of the 6,000+ topics to every signal, and then we rank the relevance of each topic to each signal.

So, for example, we might monitor a user reading a given whitepaper, and decide that the paper is mostly about data security, but also tangentially related to cloud computing, risk management, and firewall management. We call this organizational algorithm the “Relevance Engine.” It allows us to match a company to contacts who are more likely interested in these topics, allowing you to better target email or display ads. InsightBase identifies a person browsing a topic on the internet, the company they work for, and where they are located.

What if InsightBase doesn't have the topic in the topic dictionary my organization uses to tag our content?

We are always looking for opportunities to grow our topic dictionary to better meet our customers’ needs. If you have a targeted topic that is not listed in our dictionary, please submit a request to us and we will add it for you.

Working Intent Data into Your Marketing Strategy

How do I measure success?

You can measure InsightBase’s impact on your marketing strategy in at least three ways:

Engagement (email opens and clicks, marketing asset downloads, inside sales conversions, display advertising results, etc.)
Sales opportunities
Business intelligence to fuel new product development, content consumption strategies, or persona marketing efforts

Can InsightBase send emails?

InsightBase is a foundational piece to a marketing technology stack. It’s an activation platform, not an execution engine, that can complement many solutions, such as a marketing automation platform, CRM, or predictive analytics.