Product analytics team
Northwick Landing Analytics · Product analytics team · Minneapolis, MN
Jarrah Vasquez-Hale heads Northwick Landing Analytics, the data desk that serves the product teams of a subscription app, and uses this board to walk every newcomer who asks a question from hello to a first report with a date on it.
Software and ITIntakeForms4 tables · 6 views · 3 forms · 1 dimension set · 1 digest · 1 notification · 1 stage rule set · 1 agent
Use this templateIntake board
Stakeholder asksNew contact5
Signup form errors by fieldNLA-227Gwendolyn Aberdeen-Sato
Streak feature retention liftNLA-228Annelise Brockmann-Dube
Homepage hero test readoutNLA-229Soraya Mendelsohn
Share-link adoption on mobileNLA-230Calliope Voss-Akintola
Query latency effect on search clicksNLA-231Kenji Valderrama
Scoping call5
Billing page exits before card entryNLA-222Idris Kowalczyk-Bell
Search filters usage by planNLA-223Thaddeus Rinaldi-Moon
Why enterprise trials stallNLA-224Rafferty Iwu
Tablet layout engagementNLA-225Persephone Lindqvist
Weekly plan mix after the price changeNLA-226Evander Prokopenko-Lyle
Data check5
Onboarding checklist completion funnelNLA-217Oluwaseun Baptiste-Lund
Search zero-result queries by weekNLA-218Kenji Valderrama
Mobile push opt-in retentionNLA-219Calliope Voss-Akintola
Checkout address autofill adoptionNLA-220Delphine Osterhaus
Free-to-paid upgrade test readoutNLA-221Soraya Mendelsohn
Report booked6
Cart abandonment by deviceNLA-211Gwendolyn Aberdeen-Sato
Cohort retention for the October signupsNLA-212Annelise Brockmann-Dube
Dark mode adoption by platformNLA-213Persephone Lindqvist
Pricing page layout test readoutNLA-214Rafferty Iwu
Revenue by plan for the finance reviewNLA-215Evander Prokopenko-Lyle
1 moreReport delivered10
Checkout drop-off by payment methodNLA-201Delphine Osterhaus
Week-four retention for the new onboarding tourNLA-202Annelise Brockmann-Dube
Adoption of saved searches since launchNLA-203Kenji Valderrama
Referral banner test readoutNLA-204Rafferty Iwu
Revenue by plan after the annual discountNLA-205Evander Prokopenko-Lyle
5 moreTables
Stakeholder asks
31 sample rows · 15 columnsEvery ask from a product team, from first contact to a booked first report.
| Ask | Ask number | Asked by | First report | Decision it informs | How soon | Came in by |
|---|---|---|---|---|---|---|
| Share-link adoption on mobile | NLA-230 | Calliope Voss-Akintola | Feature adoption report | Whether share links need a preview card | Routine | Web form |
| Query latency effect on search clicks | NLA-231 | Kenji Valderrama | Search quality report | Whether to fund the faster index | Soon | Product review |
| Homepage hero test readout | NLA-229 | Soraya Mendelsohn | A/B test readout | Which hero image the spring campaign uses | Soon | Hallway ask |
| Weekly plan mix after the price change | NLA-226 | Evander Prokopenko-Lyle | Revenue by plan report | Whether the price change holds | Soon | |
| Streak feature retention lift | NLA-228 | Annelise Brockmann-Dube | Retention cohort report | Whether streaks expand to all plans | Routine | Web form |
| Tablet layout engagement | NLA-225 | Persephone Lindqvist | Feature adoption report | Whether the tablet layout gets budget | Routine | Hallway ask |
| Signup form errors by field | NLA-227 | Gwendolyn Aberdeen-Sato | Funnel conversion report | Which validation message to rewrite first | Routine | Web form |
| Why enterprise trials stall | NLA-224 | Rafferty Iwu | Churn driver analysis | Which accounts the sales team calls first | Soon | Product review |
| Search filters usage by plan | NLA-223 | Thaddeus Rinaldi-Moon | Feature adoption report | Whether filters move into the main bar | Routine | |
| Free-to-paid upgrade test readout | NLA-221 | Soraya Mendelsohn | A/B test readout | Whether the upgrade nudge appears on day three | Blocks a launch | Product review |
| Billing page exits before card entry | NLA-222 | Idris Kowalczyk-Bell | Funnel conversion report | Whether to simplify the card form | Routine | Web form |
| Checkout address autofill adoption | NLA-220 | Delphine Osterhaus | Feature adoption report | Whether autofill becomes the default | Soon | Web form |
19 more rows
Requesters
12 sample rows · 8 columnsThe people on product teams who bring the analytics team their questions.
| Name | Work email | Product team | Role | First contact | Asks |
|---|---|---|---|---|---|
| Annelise Brockmann-Dube | annelise.brockmanndube@northwicklanding-datadesk.com | Onboarding | Design researcher | Jul 23, 2026 | Week-four retention for the new onboarding tour, Cohort retention for the October signups, Streak feature retention lift |
| Calliope Voss-Akintola | calliope.vossakintola@northwicklanding-datadesk.com | Mobile | Product manager | Aug 12, 2026 | Mobile app crash-free sessions by version, Mobile push opt-in retention, Share-link adoption on mobile |
| Delphine Osterhaus | delphine.osterhaus@northwicklanding-datadesk.com | Checkout | Product manager | Jul 22, 2026 | Checkout drop-off by payment method, Checkout address autofill adoption |
| Evander Prokopenko-Lyle | evander.prokopenkolyle@northwicklanding-datadesk.com | Billing | Finance partner | Aug 4, 2026 | Revenue by plan after the annual discount, Revenue by plan for the finance review, Weekly plan mix after the price change |
| Gwendolyn Aberdeen-Sato | gwendolyn.aberdeensato@northwicklanding-datadesk.com | Checkout | Engineering manager | Aug 26, 2026 | Cart abandonment by device, Signup form errors by field |
| Idris Kowalczyk-Bell | idris.kowalczykbell@northwicklanding-datadesk.com | Billing | Product manager | Aug 24, 2026 | Invoice reminder email test readout, Churn drivers among annual plans, Billing page exits before card entry |
| Kenji Valderrama | kenji.valderrama@northwicklanding-datadesk.com | Search | Product manager | Jul 29, 2026 | Adoption of saved searches since launch, Search zero-result queries by week, Query latency effect on search clicks |
| Oluwaseun Baptiste-Lund | oluwaseun.baptistelund@northwicklanding-datadesk.com | Onboarding | Product manager | Aug 5, 2026 | Why trial users leave before day ten, Onboarding checklist completion funnel |
| Persephone Lindqvist | persephone.lindqvist@northwicklanding-datadesk.com | Mobile | Designer | Aug 31, 2026 | Dark mode adoption by platform, Tablet layout engagement |
| Rafferty Iwu | rafferty.iwu@northwicklanding-datadesk.com | Growth | Growth lead | Jul 31, 2026 | Referral banner test readout, Pricing page layout test readout, Why enterprise trials stall |
| Soraya Mendelsohn | soraya.mendelsohn@northwicklanding-datadesk.com | Growth | Marketing manager | Aug 18, 2026 | Coupon redemption funnel, Free-to-paid upgrade test readout, Homepage hero test readout |
| Thaddeus Rinaldi-Moon | thaddeus.rinaldimoon@northwicklanding-datadesk.com | Search | Engineering manager | Aug 14, 2026 | Search result clicks by position, Search filters usage by plan |
First reports
7 sample rows · 4 columnsThe reports the team offers a new stakeholder first, with the hours and days each usually takes.
| Analysis | Family | Usual hours | Usual days to deliver |
|---|---|---|---|
| Churn driver analysis | Retention | 18 | 10 |
| Retention cohort report | Retention | 12 | 7 |
| Search quality report | Usage | 10 | 6 |
| Funnel conversion report | Funnels | 8 | 5 |
| Feature adoption report | Usage | 6 | 4 |
| A/B test readout | Experiments | 5 | 3 |
| Revenue by plan report | Revenue | 4 | 3 |
Also included
- Intake boardStage rules
- Asks waiting for a callDigest
- New askNotificationTells the analytics lead the moment a new ask lands.
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