Page tree
Skip to end of metadata
Go to start of metadata

New Name: Marketing Cloud Personalization

Interaction Studio (formerly Evergage) is now known as Marketing Cloud Personalization. The new name reflects our mission and vision for innovation in Salesforce Marketing Cloud. We wish we could snap our fingers to update the name everywhere, but you can expect to see the previous name in various places until we replace it.

With B2B Detect, you can access firmographic data about your visitors, such as their Industry, starting from their very first interaction, resulting in more targeted personalization through Interaction Studio.

On a visitor's first page view or app event, Interaction Studio provides firmographic information about your visitors based on their IP address. The initially retrieved firmographic information automatically updates as Interaction Studio learns a visitor’s email address, account domain, or account ID, guaranteeing you always have the most up-to-date firmographic data.

This Article Explains

This article details how the B2B Detect feature works and the process for implementing it at your organization. For additional information on using B2B Detect once it has been configured on your dataset, please see Use B2B Detect for Segmentation and Targeting.

Sections in this Article

Account Origin

The account origin determines the account where a user belongs. The more explicit the account origin, the more confidence Interaction Studio has in that origin. Therefore, Interaction Studio uses the origin in which it has the highest level of confidence, until another origin becomes available in which there is equal or higher confidence. Table 1, at the right, lists the four account origins, in increasing order of confidence. 


Table 1: Account Origins in Increasing Levels of Confidence

Account Origin

Example

Likely Sources

How Organization is Derived

IP Address

25.25.25.1

First event from site or mobile visit

I.P. Address ---> Location/Organization ---> match in firmographic database

Email Address

bgates@microsoft.com

Form submissions, user logins

Domain (i.e. everything after the “@”) ---> match in firmographic database

Account Domain

microsoft.com

Third-party sync, user login, user upsert

Domain ---> match in firmographic database

Account ID*

evg:343536

or

netflix

Upsert


User logins, upsert, third party sync

Exact

* The evg: prefix indicates an account that has firmographic data associated with it in Interaction Studio. A non-prefixed account ID will not have firmographic data associated with it.

Account Detection

The user’s account assignment may change if one of the origins is updated and is of the same or higher confidence level than the existing account origin. This ensures the account assignment can only improve. For example, suppose Johnny Appleseed provides his email address, johnnya@caterpillar.com, and Interaction Studio assigns him to Caterpillar, Inc. Since the account assignment is based on email address, Johnny's IP address will not be used as an origin, even if it changes on a future visit, because IP address has a lower confidence level than email address.

Account Assignment Process

If you have B2B Detect enabled in Interaction Studio the following will occur automatically whenever there is an update to the account origin.

  1. Interaction Studio will look up an organization based on the account origin:
    1. IP address - Interaction Studio will look up the corresponding location and organization
    2. Email address or account domain - Interaction Studio will use the domain to look up the organization
    3. Account ID - Interaction Studio will look up the organization with that same ID as the account
  2. If an organization is found, a corresponding account is created or looked up
  3. The firmographic data about the organization is added or updated on the account record. The firmographic data is read-only and will be visible alongside any other account attributes that may be set up in Interaction Studio
  4. The user is added to the account

Firmographic Data

Firmographic Data gives you a more in-depth profile of each account so you can segment on any of the following properties:

  • Name

  • NAICS code/Industry name

  • Revenue

  • Employee count

  • Category*

*The category consists of a list of keywords extracted from the company description. In fast-moving sectors, such as Technology, the category may be more useful than a standard NAICS code.

Updates to the Firmographic organizational data come from Interaction Studio’s service providers on a monthly basis.

Firmographic Data and Account Domain lookup capabilities were released in July 2017 and April 2018, respectively. If B2B Detect was enabled on your dataset prior to July 2017, an upgrade is required to get the benefit of Firmographic Data and Account Domain lookup. If you already have B2B Detect and do not see the “evg:” prefix on any account IDs, your dataset has not been upgraded. For more information, please speak to your account manager.