🔦Touchpoint Hierarchy

Touchpoints represent the various interactions a customer has throughout their journey. These interactions are categorized in a hierarchical structure, similar to a branching tree.

HockeyStack allows you to get a unified view of how your marketing and sales are performing at various levels of granularity — we see marketing like a Russian doll made up of two sets of hierarchical levels:

Channel

→ Campaign

Asset Type

→ Asset

How Hierarchy Work?

Parent Touchpoints

At the highest level, parent touchpoints serve as broad categories. Examples include:

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.

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).

Here, you add all the categorizations of touchpoints that you want to use across HockeyStack automated reports.

Adding Child Touchpoints

You can create subcategories under parent touchpoints by selecting + Add Child. Each child represents a more detailed breakdown of the parent category. It is basically a lower-level segmentation, with more granularity.

For example, under the Channel parent, you can add Campaign Group or simply Campaigns as a child. Under the Asset Type parent, you can add Asset.

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

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.

Nested Children

Child touchpoints can have additional subcategories, creating a nested hierarchy.

Example:

• Channel → Campaign → SFDC Campaign

The example screenshot follows this logic (This is just an example, naming can be different in your instance).

This hierarchy enables more granular analysis, allowing you to drill down from broad categories (e.g., Channel) to specific metrics (e.g., individual campaigns).

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!