Capsule CRM - Product & Marketing analytics
Heather Ryan
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- Over a series of short contract engagements, I supported Capsule across product and marketing analytics, covering product usage, feature performance, marketing website behaviour, and customer profiling.
- The work included analysis and lightweight predictive modelling, improvements to analytics tracking, and the creation of dashboards and structured insight outputs. This drew on data from multiple sources, including BigQuery, Mixpanel, Pendo, and Hotjar, with reports visualised in Looker Studio.
- The work improved understanding of customer behaviour and the link between marketing activity and product adoption.
- For the first time, customer insight was feeding directly into the product backlog, with key metrics and findings visible to the C-suite and founders, supporting clearer prioritisation and ongoing performance visibility in the business.