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?

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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?

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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

• 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 [e-mail] instead