🔦Touchpoint Hierarchy

HockeyStack allows you to get a unified view of how your marketing and sales are performing at various levels of granularity. This can be done using the touchpoint hierarchy that is set up during your onboarding.

At HockeyStack, we see marketing like a Russian doll made up of two sets of hierarchical levels:

• Channels

  • Campaigns

• Asset Type

  • Asset

Channels and Campaigns

Channels

A channel is a specific medium or platform used to deliver a campaign and message.

Think of channels as the avenues through which your marketing messages get transmitted.

Channels include digital channels like LinkedIn and email, and in-person channels like events or trade shows. They can include both inbound and outbound activities.

During the implementation, HockeyStack analyzes your data and suggests a recommended reporting structure that best reflects the channels that you use in marketing activities. As part of this process, we also distinguish between organic and paid channels, and identify the platforms you use—such as Google, LinkedIn, and others.

Campaigns

A campaign is a coordinated set of marketing activities designed to achieve a specific goal within a certain timeframe. A single campaign can run through one channel- for example, a LinkedIn campaign—or it can run across multiple channels- like a demand gen campaign across LinkedIn, Facebook, and Instagram.

During the implementation process, we build a Campaign property for you that helps you attribute your KPIs to specific campaigns that you run.

Asset Type and Asset

Asset Type

Asset Type is a categorization of assets. Typical asset types can include a blog, a use case (both on your website), or a webinar (SFDC campaign).

Asset

An asset is either a creative asset within your campaign or a creative asset that serves as a destination or touchpoint. For example, an asset could be a landing page, your website, or a specific webinar.

Setting the touchpoin hierarchy

You can check how HockeyStack views your touchpoint hierarchy at the moment in the Data Categorization in HockeyStack doc. If you have any doubts about it — reach out to out support team!

Wrapping up

To measure and analyze performance at any level, use the touchpoint hierarchy inside HockeyStack to guide you. If you start using a new category of touchpoints, reach out to our support team to accommodate it in your definitions!