HockeyStack Implementation Scope: Marketing Intelligence
HockeyStack's main differentiation is our ability to get you to value quickly. Here's how we do it:
Getting Started is Fast and Fully Self-Serve You can get up and running with Odin, our AI Marketing Analyst to answer almost all of your business questions in under an hour by connecting your integrations, adding the JavaScript snippet, and defining your funnel stages and goals—all through a fully self-serve onboarding process.
Instant Time to Value Once systems are connected + funnel stages are set, unified attribution insights page, ability to ask questions via. our AI Marketing Analyst, Odin and out-of-the-box insights are generated instantly. This means you can start answering key business questions as quickly as 24 hours—a major differentiator in getting to value fast.
From Insights to Action in Weeks After the initial setup, you can optimize Odin via. the Data Categorization Page in Settings. Our goal is to help you do an internal launch and share actionable insights with stakeholders by week 2–3.
The HockeyStack implementation process has two parts to it:
Fully self-serve product onboarding (get your insights in under an hour)
Assisted guidance and support from HockeyStack team
The implementation process is geared towards:
Getting your data into HockeyStack accurately
Setting up starter insights with channel, campaign, and asset-based attribution
Providing resources for you to branch off and build more specific insights
Please find our week by week breakdown of implementation process below.
Week 1
HockeyStack Tasks
Your Account Executive (AE) will introduce you to your HockeyStack Customer Success Manager (CSM).
The CSM will coordinate and schedule a kickoff call with you to kick start our partnership.
Customer Tasks
Please get ready to share the info below during your kick off call with the HockeyStack team.
How do you track your events or offline touchpoints (if you use HubSpot as CRM)?
Do you have historical website activity recorded in a data warehouse (in lieu of Hubspot), with email addresses attached to the people who have done the activity?
Do you want Outbound to get attribution? (if you use Salesforce as CRM)
If yes, which "Task” subjects, types, or other filtering on this object represents outbound activity?
Please complete the product onboarding in the platform.
We have a fully self-serve product onboarding process where you connect your integrations, add the javascript snippet, and define your funnel stage and goals. The step-by-step guide will take you through the process to set-up and get your instance ready.
Once you complete this step, ability to ask questions via. Odin our AI Marketing Analyst, Unified Attribution page and four out-of-the-box insights (Business Overview, Channel and Campaign, Asset Types + Assets and other useful insights repository) are ready (screenshots below), so time to value is very quick with HockeyStack.
Please note that if you just have Salesforce or Hubspot integration without property relation mapping enabled, your data should be synced immediately. If you have ad-platforms and other integrations, it might take up to 48-72 hours to get your data synced up in the system.
The Attribution page and Out-of-the-box insights should suffice for almost all the business questions you are trying to answer and for internal launch.
Review goal numbers, and reach out to our support team ([email protected]) to match them closely to your CRM numbers.
Review your Odin insights, Attribution page and out-of-the-box insights and discuss any questions or guidance you need your CSM to get additional insights.
Attribution Page
The attribution page offers detailed metrics visualization and interactive data exploration through drill downs. This page complements the extended visualizations of custom reports and will be the one-stop shop for 90% of your attribution questions.
Out of the box Insights
Business Overview
Insights with month-over-month trend of funnel stages (ex: MQL, SQL, Opp, Closed Won, etc.)
Non-cohorted view, showing totals for each month separately for each funnel stage.
Channel and Campaigns
Attribution funnel insights for Channels leading to Pipeline
Channel attribution insights, showing Spend and funnel stage counts for each Channel, with Linear attribution
Campaign attribution insights, showing Spend and funnel stage counts for each Channel, with Linear attribution
Lift insights for Channels and Campaigns leading to Pipeline
Asset Types and Assets
Attribution funnel insights for Asset Types leading to Pipeline
Asset Type attribution insights, showing Spend and funnel stage counts for each Channel, with Uniform attribution
Asset attribution insights, showing Spend and funnel stage counts for each Channel, with Uniform attribution
Lift insights for Asset Types and Assets leading to Pipeline
Useful Insights Repository: (A set of miscellaneous insights that you can duplicate or use for a quick extension of your initial insights)
Stacked bar chart to break down touchpoint data to a goal over time
Average number of marketing touchpoints before a funnel stage
Velocity trend over time
Detailed paid ads attribution table
Week 2
HockeyStack Tasks
Deliver guidance and support needed to get all questions / revisions / feedback resolved.
Customer Tasks
Finalize the map of the business users (C-level to the full org) and the business questions they care about revenue, spend and ROI.
Use guidance from HockeyStack to optimize Odin, leading up to your Internal Launch.
Week 3
HockeyStack Tasks
Complete the Builder training for admins responsible to act as change agents for larger teams. The builders will have the ability and access to create reports, update Data Categorization page to optimize Odin.
Customer Tasks
Serve initial insights from HockeyStack and guidance on using the platform to your internal stakeholders for Business User launch. The business user launch should be all hands meeting with anyone in your organization that is reporting on Revenue and Spend. They all should have access to HockeyStack.
Ensure that Business User launch is scheduled and all Business Users are added to HockeyStack.
Week 4
HockeyStack Tasks
Conduct the Business User launch.
Customer Tasks
Lead the Business User launch in partnership with your CSM and ensure that all Business Users are getting their key revenue and spend questions answered via. HockeyStack.
Week 5
HockeyStack Tasks
Conduct launch review to chart the adoption plan moving forward.
Customer Tasks
Collect any feedback from Business Users on additional optimizations on Goals, Properties and Filters that need to be optimized for Odin.
FAQ
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