Odin capabilities
Odin makes it easy to ask questions about your marketing and sales data—no SQL or dashboards needed. Here’s everything you can ask today.
Attribution
Understand which channels, assets, and touchpoints are driving results.
Channel Attribution
Which campaigns are working and which are not working?
Did LinkedIn ads perform better last month compared to the previous month?
How did MedDev campaigns perform on LinkedIn?
Asset Attribution
Which content performed best in terms of conversions?
What pages helped generate the most stage 2 pipeline?
Spend & Budget Allocation
Plan, optimize, and track marketing spend across platforms and time periods.
How much did I spend on LinkedIn in 2024?
I have $500k in budget for Q3. Where should I spend that budget?
How should I best split up my spend?
Cost Metrics
Compare cost-efficiency across platforms and campaigns.
What was my cost per lead on LinkedIn vs. Google?
Conversions
Track and diagnose funnel performance to maximize impact.
What asset types are contributing the most to pipeline and conversions?
How is our MQL-to-SQL conversion rate trending over the last 3 quarters?
What is my CVR between Demo and Opportunity?
Conversion Lift of Touchpoints
How much more likely are people to convert to Closed Won if they have been to an event?
Conversion Time
What is the average time between a website visit and pipeline creation?
What’s our sales velocity?
CTR
What is my click-through rate for the XYZ campaign?
Dropoff Analysis
Identify and address friction points in your funnel.
What is the dropoff between MQL and SQL?
Filtering & Breakdown Analysis
Drill into specific business units, segments, and product lines.
How much pipeline did we generate in the last 6 months in the Enterprise segment?
What was my CVR from Opportunity Created to Closed Won for product 'Support'?
What is my ROI for the SMB segment vs. Enterprise?
Touchpoint & Journey Analysis
Reveal the full customer journey and how touches influence success.
What’s the typical sequence that leads to Closed Won?
What is the typical journey that leads to the creation of an MQL?
Reasoning
Uncover the “why” behind changes in your funnel performance.
Why do I have fewer MQLs than last quarter?
Are there any interesting changes week-over-week (WoW) in my campaigns?
Why are my MQLs getting disqualified?
Docs & Education
Support users with explanations of foundational concepts.
What’s the difference between linear and uniform attribution?
What's not possible in Odin?
Odin is a powerful tool, but there are areas that are better served by different features of HockeyStack:
Individual journey
What is the XYZ company journey?
Instead of using Odin, use Companies -> Single Company Page
Traffic & ads metrics
How many unique users did I have last quarter?
How many LinkedIn impressions did I have last month?
Instead of using Odin, build a report in Definitions -> Reports
Inbound vs. outbound
What's my inbound vs. outbound generated channel?
Instead of using Odin, use the Attribution tab
Creating reports
Odin can't generate or edit your reports for you. It only has access to existing resources.
If you want to create or edit a report, go to Definitions -> Reports
Questions about particular reports
What does the 'Attribution Funnel 2024 KB' report mean?
Odin can't access a report this way. If you want to analyze a particular report, go to Odin -> Add context, and pick the report that you want to get insights from
Segments and other properties
Odin can only use Defined Properties enabled for Filters (Definitions -> Properties -> Advanced Options -> Include in Filters). Odin doesn't have access to the other Defined Properties or Segments
Data from your CRM that's not defined in HockeyStack
Who is my best SDR?
To access such data, you need to add a Defined Property and enable it for filtering. Definitions -> Properties -> Advanced Options -> Include in Filters
Forecasting
What will my MQLs be by the end of the year?
HockeyStack doesn't have forecasting capabilities as of now
Goals outside of funnel stages
What was my Low Intent last quarter?
Odin only has access to your funnel stages' goals, defined in Settings -> Data Categorization
If you want to analyze other goals, build a report in Definitions -> Reports
Complex reporting setups
How many Opportunities from people who have made a demo request?
Instead of using Odin, build a report in Definitions -> Reports
Support tickets
Odin can't help fixing bugs. Contact [email protected] instead
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