Building Blocks

Question 1

What is an Action?

Answer 1

An Action is a timestamped interaction along the customer’s journey.

Question 2

What are some examples of actions that can be performed by a customer?

Answer 2

*Visiting the website
*Clicking an email
*Fililng out a form

Question 3

What are some examples of actions that can be performed by a company?

Answer 3

Creating a Lead in the CRM, sending an email, calling, etc.

Question 4

What are the 4 key pieces of information that represent an Action in HockeyStack?

Answer 4

1) Action Date (timestamp)
2) Entity (customer or company)
3) Action Name
4) Action Properties

Question 5

What are 4 examples of a Salesforce Object?

Answer 5

1) Account
2) Contact
3) Opportunity
4) Campaign

Question 6

How is an Account object from Salesforce represented in HockeyStack?

Answer 6

Objects are represented as Actions in HockeyStack.

For Example:

Action Date: CreatedDate
Action Name: company_created
Action Properties: company_id, company_type, company_industry, company_revenue

Question 7

What is a Shared Property?

Answer 7

A Shared Property is a data structure which stores the latest state of entities like Opportunities, Companies, and Campaigns.

Question 8

What are the three components that represent a Shared Property?

Answer 8

The three components that represent a Shared Property are:
1) Key
2) Value
3) State

Question 9

Give an example of why it is important that Shared Properties can be tied to other Shared Properties?

Answer 9

For example, if a deal is tied to a contact, and a contact is tied to a company, then by proxy, the deal can be tied to the company. This means that if a company has 20 different contacts, all 20 of their actions can be analyzed in relation to the deal.

Question 10

How is metadata used in HockeyStack?

Answer 10

Metadata is used to connect data into HockeyStack that cannot be put onto the account or individual timeline.

Question 11

What makes HockeyStack so powerful?

Answer 11

HockeyStack is able to transform any type of data into a unified, action-based data model.

Question 12

What is the best example of how metadata is used in HockeyStack?

Answer 12

The best example of how metadata is used in HockeyStack is spend data

Question 13

What is a Goal in HockeyStack?

Answer 13

Goals are nicknames you give to the most important actions or group of actions based on a specific ruleset. You can think them as KPIs. Their values are always binary: true or false

Question 14

Why is defining Goals important in HockeyStack?

Answer 14

There are potentially thousands of variations of actions. Defining Goals make it easy to report on the most important actions.

Question 15

What are some examples of Goals you might want to create in HockeyStack?

Answer 15

• MQLs
• SQLs
• Opportunity Creation
• Emails opened
• Calls made
• Ad clicks

Question 16

What are the 4 Goal types in Hockeystack?

Answer 16

1. View
2. Click
3. Form Submit
4. Custom Goal

Question 17

What are Defined Properties in HockeyStack?

Answer 17

In HockeyStack, Defined Properties are nicknames for a group of properties that have been mapped together by a ruleset.

Question 18

Why are Defined Properties important in HockeyStack?

Answer 18

Defined Properties are important because many analysis require information that is not directly defined as a property in the original data source.

Question 19

What is an example of a Defined Property in HockeyStack?

Answer 19

An example of a Defined Property in HockeyStack would be a new property, “Region” derived from an existing property, such as “Country”. For example, if Country=US or Country=Canada, then Region=North America

Question 20

How do you create a Defined Property in HockeyStack?

Answer 20

You create a Defined Property by building a rule-set that maps multiple values from an existing property to a new value.

Question 21

What 2 things must a Defined Property in HockeyStack have?

Answer 21

Ruleset
and
Mapped value

Question 22

How is a Defined Property ruleset constructed in HockeyStack?

Answer 22

A Defined Property ruleset is constructed with and/or logic using any existing property in the HockeyStack dataset.

Question 23

What are Track Date Properties in HockeyStack?

Answer 23

Track Date Properties convert CRM date fields into Actions in HockeyStack.

Question 24

Why are Track Date Properties in HockeyStack important?

Answer 24

Many important business events in CRM and Marketing Automation systems are stored as date fields rather than actions. HockeyStack’s Track Date Properties feature converts these date fields into trackable actions, enabling better reporting and analysis.

Question 25

What are the 3 basic components of any report in HockeyStack?

Answer 25

1) Numbers
2) Breakdown
3) Filters

A set of numbers, broken down by a property, filtered to show a certain segment.