HockeyStack

HockeyStack sits at the intersection of attribution and ABM analytics. While most attribution tools focus on answering “which channels drive revenue” and ABM platforms focus on “which accounts should we target,” HockeyStack tries to answer both questions from a unified data layer.

The platform works by connecting to your CRM, website analytics, ad platforms, and marketing automation tools, then building a unified data model without requiring a data warehouse or engineering resources. This is the main selling point for mid-market teams that do not have a dedicated data team but still need sophisticated attribution.

Account-based engagement scoring tracks how target accounts interact with your brand across channels. The score aggregates website visits, ad impressions, content engagement, and CRM activities into a single number per account. Marketing teams use this to prioritize outreach and trigger plays when accounts cross engagement thresholds.

Lift analysis is a differentiating feature. Rather than just showing correlations between marketing activities and outcomes, HockeyStack attempts to measure the incremental impact of specific campaigns. This helps marketing teams answer whether a campaign actually caused pipeline or just happened to touch accounts that were already in-market.

The self-serve dashboard builder lets marketing ops teams create custom views without SQL. Reports can combine attribution data with account analytics, showing both which channels drive pipeline and which accounts are progressing through the buyer journey.

The main consideration is overlap. If you already run a dedicated ABM platform like 6sense or Demandbase, HockeyStack’s account analytics may duplicate functionality you already have. Similarly, if you already use Dreamdata or Bizible for attribution, adding HockeyStack means paying for attribution twice. The value is highest for teams that are starting fresh on both attribution and ABM analytics and want a single tool for both.