What is a 'Surge'?
A Surge is when a company exhibits an increased level of research activity or content consumption compared to its historical baseline. Companies 'surging' on certain topics are strong indicators of purchase intent or interest in certain products or services.
What is a Bombora Company Surge® Score and what factors are used to calculate it?
A Surge Score (aka Topic Surge score, Topic interest score, Composite score) indicates the extent to which a company is surging on a specific topic compared to its historical baseline. Scores range from 0 to 100. A score of 50 equals average consumption. Surging companies are those that have scores above 60.
There are many factors that contribute to the way Bombora models calculate the Surge score including:
- Topic consumption by interactions - the number of interactions from a business in the last 3 weeks compared to the previous 12 weeks of historical data.
- Topic consumption by unique users - the number of unique individuals from a business researching relevant topics in the last 3 weeks compared to the previous 12 weeks of historical data.
- Topic relevancy weight - a measure of the content piece's 'denseness' in the topic of interest, i.e. is the topic the focus of the content piece or mentioned briefly?
- Engagement - the depth of an organization's engagement with the content, i.e. dwell time, scroll velocity, scroll depth, etc.
What is the difference between the Summary tab and the Comprehensive tab in my Bombora surge report?
The Summary tab shows a high-level overview of which companies are surging and gives you an average score, topic count, and topic count delta for that company as a whole. The Comprehensive tab takes a deeper dive into each company showing you which topics each company is surging in.
What is the Average Score in the summary tab of my Bombora surge report?
This is the average surge score for a company as a whole. It takes each topic surge, each location surge, and averages it to give you a company’s Average Score.
What is the Topic Count in the summary tab of my Bombora surge report?
This is the number of your chosen topics that a company was surging on in the past week. The summary tab is sorted by this column. Generally speaking, a company with a higher Topic Count should be higher priority (if the company fits your other criteria).
What is the Topic Count Delta in the summary tab of my Bombora surge report?
This is the difference in topics that are surging when comparing to the week before. A Topic Count Delta of “+1” means that a company is surging in 1 more topic than they were last week. A Topic Count Delta of “-1” means that a company is surging in 1 less topic than they were last week. A Topic Count Delta of “0” means a company is surging in the same amount of topics as last week. A Topic Count Delta of “New” means a company was not surging last week, and is surging this week.
What is the Composite Score in the comprehensive tab of my Bombora surge report?
This is the surge score that a company has for a specific topic (see Topic Name column).
What is the Composite Score Delta in the comprehensive tab of my Bombora surge report?
This is the difference of the Composite Score from the week prior. It works the same way as the Topic Count Delta (see that question/answer above).
This report has a lot of data; can it be filtered?
Yes! We can either set up parameters to pre-filter the report or you can filter it yourself in Excel. Some filtering parameters might be company size and/or industry.