Mary's HockeyStack Demo Flashcards
What is the primary objective of HockeyStack?
Helping companies identify where to spend money to generate more revenue and understanding which marketing activities drive revenue.
How does HockeyStack personalize its service for companies?
By customizing the CRM structure, reporting systems, and KPIs without requiring any changes to the existing CRM.
What are the key differences between legacy models and the modern approach of HockeyStack?
Legacy models focus on objects, whereas HockeyStack focuses on actions. Legacy models track only the last event, while HockeyStack tracks the whole customer journey. Legacy models are suitable for simple journeys, but HockeyStack handles complex, multi-step journeys. HockeyStack solves complex data problems, such as attribution and intent modeling, by design.
What are the four building blocks of HockeyStack?
Properties, Defined Properties, Goals, and Segments.
What are properties in HockeyStack?
Basic data fields pulled from integrations, websites, and tools like CRMs and ad platforms that describe the customer journey universe.
What are Defined Properties, and why are they important?
Defined Properties are custom labels created for analyses not directly available from data sources. They allow grouping and aggregation of data.
What is a goal in HockeyStack?
A goal is a binary definition of a desired outcome, such as ‘Closed a deal’ or ‘Email clicked’.
How can goals be used in HockeyStack?
Goals like ‘Closing a deal’ (value: YES or NO) can measure revenue by summing the amount of all closed deals.
What are segments in HockeyStack?
Predefined filters for users or companies, such as ‘Paying customers’ or ‘Users from Europe.’
What are the data sources integrated into HockeyStack?
CRMs, Websites, Ad Platforms, Data Warehouses, and Scheduling Tools.
What is the purpose of Track Date Properties?
To convert date fields into actions for uniform, action-based data storage.
How are dashboards used in HockeyStack?
Dashboards visualize and analyze data through custom reports, which can be standalone or integrated into a larger view.
What is Uniform Attribution in HockeyStack?
An attribution model where credit is equally distributed across touchpoints.
What is Linear Attribution in HockeyStack?
An attribution model where credit is distributed proportionally based on the frequency of touchpoints.
What key questions do attribution models address?
- How many journeys touched a specific touchpoint? 2. What was the most frequent touchpoint?
