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Investing in marketing campaigns and search engine optimization (SEO) efforts help improve website traffic — but is hardly enough to drive website conversions.
Marketing teams need to analyze campaign performance and direct spending towards touchpoints that drive results in order to optimize ROI. Here's where marketing attribution tools can help. One of the popular attribution tools available in the market is Hockeystack.
HockeyStack is a marketing attribution and analytics tool for B2B businesses. It provides no-code integration with third-party data sources and easy implementation. Some of its key features include funnel analysis, cookie-less tracking, and customer journey mapping.
However, certain limitations of HockeyStack have prompted users to look for alternatives. These include data inaccuracy, the learning curve for first-time users, and the limited number of integrations.
This blog discusses these limitations and lists 7 suitable alternatives to it. We will evaluate each alternative in detail, including the features, customer reviews, integration, and pricing.
No tool is without its limitations. Here are 4 reasons why HockeyStack users consider looking for alternative solutions:
A lack of in-depth information can limit marketers' understanding of customer behavior. This results in less targeted campaigns leading to lower engagement and reduced conversion.
Limited integrations can result in restricting the scope of data collection and analysis. This may lead to incomplete or inaccurate insights into customer behavior, affecting the campaign's effectiveness. Though HockeyStack allows custom-building of these missing integrations, it could take a few days.
Data inaccuracies can skew performance analysis, leading to misguided decision-making. It may also result in misallocating resources and ineffective optimization, negatively affecting the overall marketing strategy.
A few other cons of using HockeyStack are as follows.
All these limitations mentioned above help us understand why marketers are looking for an alternative. Read on to learn about the 7 HockeyStack alternatives.
Factors is a tool built for B2B marketers to help with revenue attribution and marketing analytics. B2B teams of all sizes can use this tool to accurately attribute conversions to different marketing efforts throughout the buyer's journey.
It enables easy implementation and no-code integration with ad platforms, websites, CRM, and more. The tool also provides a customizable dashboard allowing users to centralize all crucial customer data in one place. This centralized data helps align marketing and sales teams and helps them optimize their efforts for conversion.
It allows marketing ops to monitor and analyze all key performance indicators in one location while ensuring marketing strategies align with established business goals.
1. Revenue Attribution
With Factors’ multi-touch attribution, marketers can understand each marketing activity's impact on the pipeline. Marketers can compare and choose the ideal attribution model to track and attribute revenue to high-performing channels.
2. Account Identification
Factors.ai's account identification reveals up to 64% of anonymous traffic — including company names, firmographics and website activity. As a result, it helps identify a pool of high-intent accounts and how they engage with your brand. This helps GTM teams target sales-ready leads and iterate website content to improve conversions.
This feature has a complete suite of intuitive analytics and reporting techniques to help run efficient ABM.
4. Journey Analytics
The feature lets marketers gain deeper insight into the customer journey. It helps identify the paths and touchpoints that lead to a conversion. The feature also offers insights into what does and doesn’t help reach a defined goal.
5. Account Timelines
This offers a complete view of the timeline for account and user interactions. The feature also helps identify engaged accounts and helps your go-to-market team gain an advantage.
Factors provide no-code integration with the following tools.
On top of marketing attribution, Factors provide visitor identification and consulting service. The pricing info for each plan is as follows.
Analytics & Attribution
Website Visitor Identification
Professional Services
Dreamdata is another web analytics and attribution tool for B2B companies. It analyzes the content and ad spending with respect to revenue and helps optimize them.
The tool automatically collects and connects customer data from different sources, simplifying the data for building efficient GTM strategies.
It can identify anonymous website visitors and provides insights into interactions at each stage of the customer journey.
1. Performance Attribution:
This enables marketers to assess and evaluate the performance of all their ad channels. This feature facilitates accurate revenue attribution to ad channels and helps measure its ROAS and LTV.
2. Revenue Analytics:
This feature analyzes data from multiple channels and generates insights into a business’s revenue performance. It also enables marketers to identify the channels that drive revenue and optimize marketing efforts to maximize ROI.
Dreamdata offers a large number of integrations. A few key integrations include:
Dreamdata offers a free version with limited features. Its paid plans include the following -
Bizible is third on our list of HockeyStack alternatives.
Bizible uses machine learning to help businesses gain valuable insights by combining sales data with ad data and user behavior data. Marketers use these insights to make data-driven decisions to increase performance of campaigns and channels.
Bizible was acquired by Marketo in 2018 and then by Adobe in the same year and rebranded as Adobe Marketo Measure.
The tool enables integration with CRMs, MAPs, and ad platforms to capture both online and offline touchpoints.
1. Multi-Touch Attribution:
Bizible provides a range of attribution models and can customize them to align with the business goals. By tracking both online and offline touchpoints, it can help attribute revenue to the most influential channels.
2, Customizable Dashboard:
Bizible’s simple and intuitive marketing dashboard helps track ROI, marketing expenditure, and more. The built-in report templates, also customizable, help create reports that offer a vivid idea of the effectiveness of marketing efforts.
The integration capabilities of Bizible are limited compared to other tools in this list. Some of the key integrations are -
Adobe Marketo Measure is part of Adobe Marketo Engage, and the pricing details are available upon request.
Attribution is a powerful and user-friendly tool for multi-touch attribution. It lets you track your spending, visits, conversions, revenue, and ROAS in one place.
It provides various features that help marketers better understand the campaigns' performance and optimize their marketing strategy. The tool is easy to set up and suitable for B2B and B2C companies.
1. Multi-Touch Attribution:
Provides traditional and custom attribution models to effectively track the channels driving conversions and attribute revenue to them.
2. Built-in Integrations:
Attribution provides secure built-in integrations with CRM software, automation tools, and other relevant marketing tools.
Popular integrations of Attribution are:
Attribution’s pricing details are not available on the website. If you are interested in the tool, get in touch with the team for more information.
Ruler Analytics is an attribution tool that can automatically identify the channels that are driving more conversions. The tool helps identify anonymous website visitors and also allows call tracking.
It provides insights into how quality leads behave, such as identifying the channels and messages that resonate most with them. This aids marketers in adjusting their marketing strategies by leveraging better-performing channels and minimizing spend on channels that don't bring in quality leads.
1. Opportunity Attribution
It enables the sales team to track the progress of each prospect in the sales pipeline. Also, it provides valuable data on the number of prospects in the pipeline and which channels contribute most.
2. Revenue Analytics
This feature can stitch marketing, sales, and revenue data to identify the sources that generate more revenue. It further analyzes these to understand how they affect the ROI and ROAS.
Ruler Analytics provides integration with a wide variety of tools and software. Following are some of the most popular integrations.
Ruler Analytics’s paid plans include:
Next tool on our list is CaliberMind.
CaliberMind is a multi-touch attribution tool that collects all customer behavior data from different sources under one roof. This enables marketers to easily track and analyze these data and improve the campaigns.
The tool is scalable to grow with your business and adaptable to any tech stack. With CaliberMind, marketers can gain a deeper understanding of the following:
The above information can help marketers optimize their marketing strategy and increase the likelihood of conversion.
1. Marketing Attribution
CaliberMind helps understand your marketing effort's impact on revenue and customer acquisition. The feature monitors user interaction throughout various channels and attributes revenue to the most influential one.
2. Funnel
The feature tracks user interaction at each stage of the customer journey. This enables you to identify the touchpoints that drive customers down the funnel and those that increase the churn rate. Marketers can optimize their channels accordingly and improve campaign performance.
CaliberMind integrates with the following.
CaliberMind provides a free version. Details about the paid plans can be available upon request.
Full Circle Insights is a marketing performance measurement solution that provides insights into marketing campaigns and their effectiveness. It is developed entirely on the Salesforce app cloud and seamlessly integrates with Salesforce CRM.
The tool provides a range of features that help marketers make informed decisions to optimize marketing strategies.
1. Revenue and Pipeline Analysis
The feature helps identify which campaigns generate revenue by analyzing the sales pipeline. Therefore, it lets marketers understand the performance of various campaigns. Based on this information they allocate their marketing resources to the most effective ones to increase ROI and revenue.
2. Customizable attribution models
The tool provides a range of attribution models. Also, its customization option allows marketers to create a model that fits their business goals and sales cycle.
The pricing of Full Circle Insights is available on request.
To conclude, if you are looking for a HockeyStack alternative, there are several tools to choose from. The key is to choose the one right for your business.
We have discussed the features, pricing details, and a few customer reviews of each tool to help you choose the right HockeyStack alternative for your business. But don't take our word for it. Instead, you should visit each tool's website, and use their free version and trials to get first-hand experience on how they work. This will help you ensure that the tool can provide what it markets and that it can meet all your business requirements.
Following are a few pointers if you are still unsure how to select an attribution tool.
By carefully considering the factors mentioned above, you can choose the tool that best fits your business's goals.
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