# 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?*

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### 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?*

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### Cost Metrics

Compare cost-efficiency across platforms and campaigns.

* *What was my cost per lead on LinkedIn vs. Google?*

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### 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?*

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### Dropoff Analysis

Identify and address friction points in your funnel.

* *What is the dropoff between MQL and SQL?*

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### 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?*

***

### 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?*

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## What's not possible in Odin?

Odin is a powerful tool, but there are areas that are better served by different features of HockeyStack:

#### Journey Analysis

* *What’s the typical sequence that leads to Closed Won?*
* *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

#### Editing reports

Odin can't edit your reports for you. It has access to existing resources and can generate whatever he considers necessary to respond to your question. 

* 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?* 
* *Analyze this report:* [*https://app.hockeystack.com/reports/attribution-funnel-2024-kb*](https://app.hockeystack.com/reports/attribution-funnel-2024-kb)
* Odin can’t analyze reports directly through questions or links like the ones above. To analyze a report with Odin:
  * Add the report to a dashboard.
  * Open the dashboard and click **Analyze with Odin AI**. 
* HockeyStack is actively developing a feature that will allow Odin to analyze reports directly, without requiring a dashboard. 

#### 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

#### Complex reporting setups

* *How many Opportunities from people who have made a demo request?*
  * Instead of using Odin, build a report in Definitions -> Reports

#### Whatever is not possible in HockeyStack

* *What was my churn rate last month?*
  * Odin can't respond to questions that require data that's not in HockeyStack **or** data operations that are not 

#### Support tickets

#### Support tickets

Odin can't help fixing bugs. Contact <support@hockeystack.com> instead