Company Overview

Incognia, a location identity company that delivers cutting-edge user verification and account security, wanted to understand the impact of various touchpoints on their customer journey. With a growing marketing team and sales force, they needed a solution to optimize their go-to-market strategy and improve brand awareness.

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About Incognia

Incognia is the innovator in location identity solutions that deliver cutting-edge user verification and account security across the digital journey. Leveraging over a decade of expertise in location technology, Incognia's novel approach provides frictionless experiences using device intelligence and the most precise location data available.

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Challenges

Before implementing HockeyStack, Incognia faced two significant challenges:

1. Lack of visibility into the customer journey: The company didn’t have a way to understand how different touchpoints influenced their customers' buying decisions.

2. Inability to measure brand awareness: They needed a way to quantify the impact of brand awareness on their target audience.

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How HockeyStack Helped Incognia

HockeyStack provided Incognia with the necessary data and insights to overcome these challenges. With HockeyStack, Incognia was able to:

• Develop custom metrics: With HockeyStack’s data, Incognia developed its own metrics, such as proxies for brand awareness and brand consideration at an account level.
• Gain visibility into customer journey: HockeyStack provided Incognia with a clear understanding of where certain accounts were in their journey, allowing them to tailor their marketing efforts accordingly.
• Understanding the intent signals: HockeyStack provided the necessary data to Incognia to identify the intent signals of the companies their sales team is targeting, enabling their sales team to prioritize their outreach.

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Key Reports and Metrics

The marketing team at Incognia derives the most value from the following reports and metrics:

1. Intent Signals: Providing insights into account-level intent, enabling targeted marketing efforts.

2. Account Engagement Score Touchpoints: A custom metric developed by Incognia using HockeyStack, offering a granular view of account engagement.

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Alternatives Considered

Before selecting HockeyStack, Incognia evaluated alternative solutions, including:

1. Dreamdata: For attribution modeling

2. Clearbit: For intent signals

But Incognia preferred HockeyStack due to the wide range of features, it's capabilities and exceptional customer service.

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Future Plans

To further optimize its go-to-market strategy, Incognia plans to develop improved dashboards, creating more actionable insights for the sales team that are specifically tailored for ABM campaigns.

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ROI and Adoption

While it's challenging to quantify a direct ROI for HockeyStack, Incognia considers it an indispensable part of its marketing toolkit. Currently, the marketing team and sales team benefit from HockeyStack reports, with the head of performance and data analytics accessing the platform daily.

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Conclusion

Incognia has deeply understood its customer journey through HockeyStack, empowering them to make data-driven decisions that optimize their marketing strategy and boost both brand awareness and brand consideration. As they continue developing actionable insights, Incognia is well-positioned to drive sustained growth and revenue, with HockeyStack as a cornerstone of their go-to-market strategy.

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