InsightBASE™ Platform FAQ

Where do you get your data?

True Influence™ is a thorough and creative data aggregator who collects intent signal (behavioral), contact (business card), and technology (installation) data from a large and ever-expanding supply chain.

We receive information from thousands of B2B websites and B2B media publishers, across which we monitor over 40 billion behavioral insights and associate those with over 4 million U.S. companies. We also aggregate contact data from dozens of the world’s premier B2B data suppliers and curate its accuracy. See this article for more about our data.

How do I use the data?

The InsightBASE platform automatically monitors and organizes behaviors across all of our sources and mines it for surges in product-specific interest for B2B sales and marketing teams. Now you can identify the companies and contacts that are actively interested in your product or topic!

What kind of Intent Signals™ do you monitor?

We get our signals from many sources including web pages visited, search, social, email, and transactions, and 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, games played and the like.

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Can you explain your data taxonomy?

For every signal we monitor, we’re listening for 3,800 granular B2B topics. We will assign up to 10 of the 3,800 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. This organizational algorithm is part of our proprietary Relevance Engine. With this ability we can match a company to contacts who are more likely interested in this these topics allowing to better target email or display ads.

InsightBASE also infers a close connection to a person browsing a topic on the Internet, the company they work for, and where they are located. It can give sales and marketing a digital footprint of their interests and provides intelligence never before seen in the B2B sales process.

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How do I measure success?

Measure InsightBASE™ impact in at least three ways:

  • The first is lift in engagement. Whether it’s email opens and clicks, marketing asset downloads, site personalization, inside sales conversion, or display advertising results, the use of InsightBASE™ data is measured based on uplift in response.
  • A second measurement is the number of Sales Opportunities created by InsightBASE™-driven campaigns. You are informed which companies are showing more interest in your product category than is typical, enabling you to target these companies with more sales-oriented outreach than you otherwise would have. This in turn spawns Sales opportunities, which can be measured.
  • A third measurement is through the deep business intelligence reporting that InsightBASE™ brings. Using this intelligence can actively fuel new product development, content consumption strategies or persona marketing efforts to name a few.

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What if InsightBASE doesn’t have the topic in the data dictionary my organization uses to tag our content?

We are always looking to grow our topic dictionary and one of those was is by customer input. If there is a topic that is not listed in our dictionary please submit a request to us and we will add that topic in on your behalf.

Can I upload data into InsightBASE?

Yes, a user can upload a CSV file of domains to be used in the build out of an intent campaign InsightBASE. (Limitation: uploading of custom keywords, pre-built campaigns, or contacts).

What kind of data makes up InsightBASE?

Technology installs, contacts, and Intent Signals information are the three components that make up the database that fuels InsightBASE. We aggregate this data from our 3 rd party suppliers, verify the data and act as the intersection point between these three types of databases to produce correlated, consumable data to fuel digital marketing, (ABM, display ad, marketing automation, analytics).

Are these the actual contacts that generated 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 surge level, as well as the key word or words around the web behavior we can infer that a contact at the same location the signal(s) were generated from a known contact at that location with the appropriate job level and function would be a good place for you engage.

How do I know what topics are trending across industries?

The Topics Insights report allows a user to view in specific industries which keywords or keyword topics are surging. 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 my only option to download CSV files for Domains and Contacts?

We provide free native integrations with Eloqua, Marketo and Salesforce.

What if InsightBASE doesn’t have an API connector to vendor I want to push data to?

We have a custom Open REST API and would be happy to set up an integration with your vendor.

What is the InsightBASE Relevance Engine™?

 

True Influence’s InsightBASE is a database that aggregates and curates the industry’s largest set of Intent Signal data.  This data originates from a variety of sources, each of which uses a unique compilation methodology. Specifically, InsightBASE aggregates feeds that capture the buying intent and interests of anonymous users browsing the web and their associated IP addresses.  These signals consist primarily of the keywords associated with particular web pages being browsed but also include additional behavioral data points such as the opening of B2B emails and downloading whitepapers (and other marketing assets).

 

True Influence aggregates this disparate data and curates it to map signals to originating companies and to a hierarchically structured set of B2B categories and topics. Cumulatively, these Intent Signals provide insights into the products and services in which the monitored companies are showing increased levels of interest. This data set is most commonly used by B2B marketers for targeting and prospecting purposes.

 

While InsightBASE allows its users to access and analyze this data however they wish through a wide range of built-in reports and a data export capability, it also assists marketers to identify companies showing particularly clear indications of increased interest through a proprietary Relevance Engine.

 

This Relevance Engine has been designed specifically for use with intent signals at a company level by identifying meaningful surges in interest in a given keyword or product category, supporting both account-based marketing and marketing automation outreach campaigns, among other uses.

 

The methodology used to identify surges in interest is as follows:

 

  • Our Intent Signals data repository serves as the baseline for all trend analysis – this repository contains billions of intent signals and the number of signals increases by over 2 billion each month.
  • InsightBASE and the Relevance Engine monitor individual company branches (such as a Microsoft office in San Mateo vs. a Microsoft office in San Francisco) as well as each company as a whole (all of Microsoft). This is done using a combination of corporate domains (website URLs) and ZIP codes.
  • The Relevance Engine identifies recent surges in interest and allows the user to define “recent” as the most recent 7, 15, 30, and/or 90 day period.
  • The Relevance Engine calculates mathematical deviations for these 7, 30 or 90 day periods and evaluates the slope of the regression line of each to assess whether the values are increasing or decreasing for each period.
  • Next, the Relevance Engine ranks each domain-ZIP combinations for which there has been any signal activity over the most recent 7/15/30/90 days. This is done using the regression slopes.
  • The Relevance Engine then assigns points to each intensity level.

 

For end-user analysis purposes, InsightBASE reporting also provides the total number of signals for the topic, domain, ZIP & city combination for 7, 30 or 90 days. This may be exported as an Excel spreadsheet, for example, for analysis and/or importing into other software packages.

Are you ready? See InsightBASE in action