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Self-Reported Attribution Report
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What does this report measure?

  • Opportunities, pipeline, average deal size, win rate, and closed/won revenue based on self-reported attribution

How can I use this report?

This dashboard will help you:

  • Categorize self-reported attribution responses
  • Measure impact of memorable touchpoints on revenue
  • See self-attribution next to the rest of the customer journey

Self-reported attribution report breakdown

If you’ve spent any time trying to organize self-reported attribution responses on your own, in a spreadsheet, while trying to match responses to revenue metrics like pipeline and conversion rates, we created this report in solidarity.

Kidding aside, when you have hundreds or thousands of form fills every month, manually organizing self-reported attribution is as cumbersome as it is time-consuming.

In HockeyStack, once you group the answers, the mapped data will be automatically categorised.

For example, you can create filters for self-reported attribution so you can group similar responses into one category, even if the responses didn’t say the exact same thing. Then you can pull each response category into its own row and measure its influence on opportunities, pipeline, average deal size, win rate, and revenue (see below).

Second, while self-reported attribution is better than nothing, it’s still missing a large part of the story: the rest of the buyer journey.

Think about it: self-reported attribution is the most remembered (or misremembered) touchpoint of the person who booked a demo.

But what about the rest of the buying committee?

And what about all their individual paths to purchase- pre demo to post demo?

For example, what if the marketing assistant books a demo and fills out the self-attribution field, but has zero influence over the purchase decision (they don't even attend the demo)?

Instead, a director and a specialist attended the demo, but they never filled out the self-reported attribution form.

And what if their VP attends the second call because they’re the decision-maker?

Isn't it more important to know each key stakeholder's independent paths to purchase, not just the one touchpoint the marketing assistant remembered most?
We think so.

The real question: what else did the buying committee do along their journey?!

To make self-attribution work, you need to pair it with the rest of the customer journey.

Self-attribution + account-level attribution = unified attribution.

Which is why this report includes account-level journeys, with self-reported attribution included, so you can drill down into the rest of the buyer’s journey, not just the touchpoint one person remembered most (see below).

Learn more about how HockeyStack helps marketing, revenue, and sales teams surface and action insights like the ones in this template by exploring the interactive demo or booking a virtual demo.

Drew Leahy
Former Head of Product Marketing at HockeyStack
An Introduction to HockeyStack

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