Yaakov had this amazing inspirational dream and he does 3 things
1) He makes a chafetz (a tangible object), something he can come back to. He takes a stone and makes it into a matzeivah (an altar, a monument). Later we will see that he does return to this place with his wives because he wants to feel that extra special feeling with Hashem.
2) He asks Hashem to keep him from sin and not to fall into the trap of materialism. He asks Hashem to give him the basic necessities of life.
3) He makes a vow that he is going to give miser (tithe). Whatever Hashem gives him, he is going to give back. he wants to give, not take. That way he will always be connected to Hashem and feel grateful. And then he gives the place a name, and that makes it special for himself. He names it Beth El - the house of Hashem.