DemandScience Intent Topic Data

Prerequisites 

This feature is available to all Data Studio customers whose subscription includes Embedded Intent Topic tracking and usage.  

Feature Overview

Data Studio delivers intent and engagement data, combined with your CRM data, to provide predictive account identification, audience creation, and prioritization.

DemandScience Intent Topic Feed delivers data natively within Data Studio, so marketers can easily:

• Create audiences with specific combinations of intent, engagement, and firmographic features.
• Action intent signals quickly with multi-channel advertising.
• Deliver intent trends to sales via Account Insights in Salesforce.

Once their topic selection has been configured, DemandScience customers will be able to view “Intent Topic” as well as “Last Intent Date” in the Data Studio reporting table, and “Intent Topic” and “Last Intent Surge” as global filters.

About the DemandScience Intent Data 

DemandScience’s unified Intent Topic Data feed is powered by a proprietary, independently developed scoring engine that has been iteratively refined over the past two years. The model blends five weighted factors to generate a single intent score for every account–topic pair, then continuously recalibrates those weights with each release to reflect emerging engagement patterns. While surface‑level whole‑number scores may resemble those from Bombora, DemandScience maintains precision to at least four decimal places (e.g., 74.1836 vs 74.0074), ensuring more nuanced differentiation and sharper targeting insight across campaigns.
 

Intent Topic Selection

Every Data Studio user can select up to 18-25 intent topics, (total number of topics may vary based on your DemandScience pricing plan), to use as part of their segment rules or as global filters to quickly and easily create intent reports, filter their reporting views, create account lists and segments, and launch advertising campaigns based on intent data.

We'd recommend syncing with your marketing, sales, and customer success teams to determine the intent topics you would like to monitor for your acquisition, expansion, or retention ABM programs. Your DemandScience Onboarding Specialist and/or Customer Success Manager can also help make recommendations for your business. 

Topics can include your company or competitor names (for acquisition and retention programs), general topics in your industry (to create better content and messaging for acquisition or expansion programs), or use cases and pain points specific to disparate product lines (for all programs). 

Here are some additional best practices and recommendations for topic selection:

• Reviewing the keywords in your SEO program can be a good starting point when thinking about topic selection. Unlike keywords, however, our scoring model does not need an exact wording match to detect intent, so you won’t need to use multiple topics to cover keyword variations, (e.g. “account-based marketing” and “ABM”).
• The DemandScience topic taxonomy is extensive (25,000+ topics), but only a certain percentage of topics are actual company names. If you plan on searching for your company name, or your competitor’s name, keep in mind that some companies may not currently be available in the taxonomy.
• If your organization has multiple products or services lines, we’d recommend focusing on one or two of those to start with when selecting topics. Limiting topic selection to 1-2 topics per product/service may lead to ineffective or incomplete results, so it’s best to start with an initial, more narrow focus and test and refine from there. 

Viewing Available Topics 

You can download and view our current taxonomy, in full, here or browse our available topics directly in the platform.

To View in Platform

Within the Intent Navigator, select "Configuration", and then select the "Topics" tab. Select the "Edit Topics" option in the top right-hand corner to browse all available topics. 

There, you can manually search for an intent topic you are interested in, or you can filter the topics by specific themes or categories. 

Note: If there is a topic you are interested in, but do not see in the current taxonomy, you can submit topic requests directly via the DemandScience Support Portal. 

Related Articles:

Intent Topic Configuration

Using Intent Topics in the Platform

Submitting Intent Topic Requests

FAQs

What is Intent data?

• Intent data is data collected about a prospective business users’ observed behavior – specifically website consumption – that can provide insights into their interests in certain products or services, and provide signals for your internal teams (sales, marketing, customer success, etc.) to initiate proactive outreach to those accounts.

What is a Topic Score?

• A Topic Score indicates the intensity to which a company is demonstrating intent on a particular topic compared to its historical baseline. In the DemandScience integration, accounts with a surge score of 70 or greater will be considered to be showing intent. 

How often can I change my topics?

• Within the Intent Navigator configuration, customers are able to select and de-select tracked topics as often as they'd like
   

How long will it take for a new topic to show as a global filter in Data Studio?

• The filters for intent topics will not appear until an account in your database has surged on it, so timing can very.
• At the earliest, it would take until the next intent surge data cycle completes in Data Studio. The report runs on Sundays, and populates in Data Studio by Monday-Tuesday. So, if a topic is added on on a Monday or a Tuesday, and then an account surges on it, it could take up to a week before its shown as an available filter.

How often is the Intent Surge data updated in Data Studio?

• On a weekly basis (updated by every Tuesday), Data Studio will update with newly available surge data. All previous Surge data will be available unless a new Surge occurs on the same account, which replaces previous data.
    

Do I have to be targeting accounts with DemandScience advertising to see Surge data for them?

• No; we will show the intent data for an account as long as it is in Data Studio.

Does DemandScience's intent data capture activity from users outside of North America?

• Yes, DemandScience collects intent signals from across the world. The data set spans 17 M + companies and 225 M + IT‑decision‑maker contacts across North America, LATAM, EMEA, and APAC

Can I get DemandScience intent data pushed back into my CRM?

• Yes; the DemandScience integration packages includes the last intent topic surge including Last Surge Date, Surging Intent Topic and Intent Surge Score. This information will be displayed within DemandScience' Account Insights package, available to Salesforce, Hubspot and Dynamics 365 users of Data Studio. Additionally, utilizing the new Intent Surges report, you can easily export intent surge data via .CSV. 

What if some of my desired topics aren’t available yet?

• If you have topics you’d like to suggest as additions to our DemandScience taxonomy that are not currently available, you can submit topic requests directly, via the DemandScience Support Portal.

How often is the DemandScience taxonomy updated?

• Topics are added to the taxonomy at the end of every month.