Bombora Introduces Surge Reports Module To Identify Audience Interest
- Written by Klaudia Tirico
- Published in Solution Spotlight
Bombora provides B2B intent, demographic and firmographic data to uncover business buying intent. The data is collected from a co-op of more than 2,500 publishers. The platform recently introduced a new Surge Reports module for identifying audience interest based on content consumption.
FEATURES/FUNCTIONALITY
The Bombora interface allows users to access and produce reports on demand, and consists of:
The Digital Audience Builder (Display Segments) module, which can help users create private cookie pools or custom segments that can be used directly across all DSPs, exchanges and desks. The output can be filtered by a range of factors, including demographics, firmographics, install, lifestyle and intent. Users can also directly upload domains to build cookie pools for account-based marketing.
The Surge Reports module, which helps identify B2B topics that a target audience is most interested in, based on content consumption. It also helps identify which specific company locations are driving interest. Based on Bombora’s company-level B2B intent data, a “Surge” score indicates when content on a specific topic is being consumed much more (or less) than normal compared to historical data and established benchmarks.
TARGETED USERS
Bombora’s data is predominantly used by marketing and sales teams to base their actions on the knowledge of what companies are in the market for which products. It is also used by agencies for programmatic account-based marketing, by technology service providers to enhance the value of their solutions, and by publishers to drive content production and ad sales.
COMPATIBILITY
Bombora’s integration points are currently Marketo and Eloqua for list creation.
DELIVERY/PRICING MODELS
Bombora pricing models include CPM, percent of media spend and vCPM for data used for media targeting. It also provides subscription access to the data platform based on usage (for agencies) or fixed cost (for marketers), ranging from mid- to high seven figures (for enterprise licenses) to $50,000 for small businesses.
CURRENT CLIENTS/USERS
Current users of Bombora data include Oracle, IBM, Forbes, The Aberdeen Group, Marketo and YesPath.
COMPETITIVE POSITIONING
Bombora’s data co-op is a source of second-party B2B demographic and intent data, aggregating content consumption behavior from more than 2,500 premium publishers. Bombora has also organized intent to a company and cookie level, allowing data to flow throughout the entire marketing and ad technology stack.
CONTACT
New York, New York 10010