Mappings tell HG Insights how to read the first-party data it pulls from your systems (CRM, marketing automation, product analytics, web analytics). Once your data is mapped to a standard format, it can be used in two places:
Data Studio: to train, validate, and run your predictive scoring models.
AI Sales Copilot: to give your sellers the full picture of each account in their book.
Mappings for Data Studio scoring
These two mappings define what your scoring model learns from:
Audience mapping: defines the cohort of leads the model is trained on.
Conversion Mapping: defines the outcome the model predicts, meaning what a lead converts into. Typical examples are a New Business Open Opp, a New Business Closed Won, or an Expansion Opp.
Mappings for Data Studio and Sales Copilot
These two mappings standardize the signals that feed scoring and the account/contact view:
Event mapping: tells HG Insights how to read the behavioral data coming from your systems such as form fills, web visits, and webinar registrations…. It allows you to control how they appear to your sellers in the Sales Copilot activity feed, and how they are grouped for building the Data Studio Engagement scoring models.
Attribute mapping: standardizes your demographic and firmographic enrichment fields so they mean the same thing across systems.