Defined Properties

We discussed that each action and entity in HockeyStack can have properties. If goals are nicknames for a group of actions, defined properties are nicknames for a group of properties.

Let’s go back to our Actions table.

Timestamp	Entity	Action Name	Source	UTM Source	UTM Medium
…	[e-mail]	start-session	linkedin	linkedin	paid_social
…	[e-mail]	start-session	linkedin	linkedin	organic_social
…	[e-mail]	start-session	facebook	facebook	paid_social
…	[e-mail]	start-session	facebook.com

This table depicts a list of website sessions from various sources. The properties Source, UTM Source, and UTM Medium have meanings on their own. But they have a much larger meaning when looked at together. For example, a UTM Source = linkedin and UTM Medium = paid_social might mean LinkedIn Ads, and a UTM_Source = empty and Source = facebook.com might mean Facebook Organic.

Let’s say we want to add another column to our table to depict this meaning, which will be called “Channel” Our ruleset will be:

• If UTM Source contains “linkedin” and UTM Medium contains “paid” → LinkedIn Ads

• If UTM Source contains “linkedin” and UTM Medium contains “organic” → LinkedIn Organic

• If UTM Source is empty and Source contains “facebook”, or if UTM Source contains “facebook” and UTM Medium contains “organic” → Facebook Organic

Timestamp	Entity	Action Name	Source	UTM Source	UTM Medium	Channel
…	[e-mail]	start-session	linkedin	linkedin	paid_social	LinkedIn Ads
…	[e-mail]	start-session	linkedin	linkedin	organic_social	LinkedIn Organic
…	[e-mail]	start-session	facebook	facebook	organic_social	Facebook Organic
…	[e-mail]	start-session	facebook.com			Facebook Organic

This Channel property doesn’t actually exist in our dataset, but it can be inferred from the list of other properties that our actions have. This is called a “Defined Property”. You can apply the same thing on any Shared Property as well.

For example, a common Defined Company Property to define is “Region”. If your CRM only stores countries, you can create a Defined Company Property that groups relevant countries into regions.

For a ruleset like Country = “Canada” or Country = “United States” → NAM, you can imagine the below Company Properties:

Key	Value	Country	Region
company_id	12387	Canada	NAM
company_id	12354629	United States	NAM

In HockeyStack, navigate to Definitions > Properties.

This page is your property dictionary.

You can click on the + icon on the top right corner to create a new defined property.

Each mapping in a defined property will have:

• A ruleset

• And a value that the ruleset maps to

The ruleset can be constructed using and/or logic using any property in the HockeyStack dataset.

The mapped value can either be:

• A static value

  • For example: I want to map Canada and United States to “NAM”

• A dynamic value

  • For example: I want to create a property called Resources that stores all my resource interactions. This property will show 1- the URL of the page if the action is a pageview on a resource page, 2- the name of the email, if the action is an email open on an email with a specific subject schema, 3- blank if it’s neither.

High level filters like Action Name, Action Type, or Touchpoint Type are often overlooked by beginners to HockeyStack. In the above case, we wanted to add a specific filter to only include pageview actions, because clicks and form fills might also have a page url. The significance of this becomes clearer when you are doing attribution, where the number of touchpoints is really important.

Touchpoint Type property

Touchpoint Type is an action property that helps distinguish between different categories of sales and marketing actions.

Below is a full list:

Touchpoint Type	Conditions
Website Session	Action Type = "start-session"
Pageview	Action Type = "enter-page"
Form Submission	Action Type = "onsubmit"
Ad Impression	Action Name = "LinkedIn Ads Impressions Changed" AND Action Type = "custom"
Ad Engagement	Action Name = "LinkedIn Ads Ad Engagements Changed" AND Action Type = "custom"
Campaign Subscription	( Action Name = "Campaign Subscription Created" OR Action Name = "Campaign Subscription Updated" ) AND Action Type = "custom"
Call	Action Name = "Call Created" AND Action Type = "custom"
Meeting	Action Name = "Meeting Created" AND Action Type = "custom"
Send Sales Email	( Action Name = "Email Created" OR (Action Name = "Email Sent" AND Integration = "Salesforce") ) AND Action Type = "custom"
Send Marketing Email	Action Name = "Email Sent" AND Action Type = "custom"
Open Marketing Email	(Action Name = "Email Opened" OR Action Name = "Open Email") AND Action Type = "custom"