> For the complete documentation index, see [llms.txt](https://docs.hockeystack.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.hockeystack.com/marketing-intelligence/deal-dna.md).
# Deal DNA
Deal DNA is a key resource for teams looking to gain a deeper understanding of the winning patterns behind their deals. This feature takes you one step further when analyzing deal engagement by not only surfacing which channels are performing best, but also helping you identify the optimal number of touchpoints per channel to generate conversions.
## How does Deal DNA work?
Deal DNA leverages your specific HockeyStack configuration to identify the optimal number of touchpoints per channel based on historical conversions. Once this is defined, you can review how far your current deals are from that point and use these insights to support your marketing actions with specific, data-supported guidelines.
**You can find Deal DNA in the left side bar in your HockeyStack workspace.**
### **Set Up**
In the Set Up section, you can configure Deal DNA to answer specific business questions. There are multiple fields available to tailor your analysis accordingly.
* **Conversion Goal (what counts as “won”):** Select any pre-defined goal that is based on the deal / opportunity object.
* **Channel Property (how touches are grouped):** Select the features you want to include in the analysis. It is better to stay broad rather than use more specific properties, such as Campaign Names. Channel performs best.
* **Breakdowns:** Select any fields you want to segment the data by.
* **Lookback:** Define how far back from conversion you want to look at touchpoints for the historical data analysis.
* **Max Segments:** Maximum number of segment combinations (by the number of companies converted).
* **Max Channels:** Maximum number of channels (by the number of companies converted).
This configuration powers the analysis, which you can review across the following three tabs: **Optimal Touches, Lift Curves, and Touch Gaps**.
## Optimal Touches
The Optimal Touches tab illustrates the exact volume of touchpoints per channel that generated the highest conversion lift. Lift Reports measure an action’s or property’s incremental impact on a conversion rate. This report is created based on a series of Lift analyses, each analyzing companies with different numbers of touchpoints per channel and comparing the conversion rates between them.
The bar chart in the top pane provides an overview of the optimal touchpoint volume per channel. You can apply filters based on the breakdowns selected in your Set Up to narrow the analysis to specific groups, as the optimal number of touchpoints may vary depending on the group you are analyzing.
In the bottom pane, you will find a table that allows you to deep dive into each channel’s optimal configuration. This displays the Optimal Touches, Lift %, and whether the data is Statistically Significant for your segments based on the n-size analyzed.
* **Optimal Touches:** The volume of touchpoints in a specific channel observed in journeys with higher conversion rates.
* **Lift %:** How much more likely an account is to convert when it has engaged at least X number of times with a channel throughout its journey, compared to when it has not engaged with it.
* **Statistically Significant:** Marked as true only when each cohort contains at least 30 users, every expected group in the comparison contains at least 3 users, and a two-proportion z-test returns a p-value below 0.05. If a channel does not meet these thresholds, no **Optimal Touches** value is shown and the result is considered not statistically significant.
**Lift Report (Resource):**
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## Lift Curves
The Lift Curves tab is the key page for analyzing the historical “win” probability at each touchpoint volume at a channel-specific level. In this view, you can select a channel and segment(s) and visualize the Lift % at different levels of interaction with that specific channel. This means you can understand how much more likely a company is to reach your goal if it has engaged X number of times with a channel touchpoint throughout its journey.
For example, if you select “Events” as your channel and “EMEA | Customer | Enterprise” as your segment, Deal DNA will generate a trendline illustrating the Lift % for the “EMEA | Customer | Enterprise” segment at different levels of event engagement throughout the journey toward the conversion goal selected in your Set Up.
Additionally, this tab includes a table in the bottom pane with further details from the analysis. This allows you to review the groups that were automatically bucketed by touchpoint volume, along with their Lift % and statistical significance.
## Touch Gaps
The Touch Gaps tab is the more action-oriented view within Deal DNA. This report provides a more granular view of your deals and the current state of their journeys. Here, you can review how many touches a deal currently has and how many more it needs to reach the optimum.
Each deal is measured against the optimal touches for its own segment. Deals from segments without their own analyses use a weighted average. Additionally, you can apply filters to visualize the segment you want to review and filter for touch gaps in specific channels. Once your configuration is set, you can export the list using the "Download CSV" button in the top-right corner.
This helps you understand how to bring your accounts closer to the level of touches per channel that has historically resulted in the highest conversion rates for that segment.
### How does this differ from Lift Reports?
Lift Reports essentially describe scenarios where something happened versus where it did not happen. This allows you to review how much more likely a cohort is to achieve a goal when a specific event has occurred. The limitation compared with Deal DNA is that a Lift Report does not allow you to evaluate how the likelihood of achieving the goal changes based on the number of times the event occurs.
For example, a Lift Report could be configured to determine how much more likely a company is to become Closed Won if it has engaged with LinkedIn Ads throughout its journey. Deal DNA takes this one step further by surfacing how the likelihood of becoming Closed Won changes when a company has engaged with LinkedIn Ads on different numbers of occasions. This allows you to understand the optimal number of LinkedIn Ads engagements associated with driving a company toward Closed Won.
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