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 IT IntakeForms4 tables · 6 views · 3 forms · 1 dimension set · 1 digest · 1 notification · 1 stage rule set · 1 agent

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Intake board

Stakeholder asks

New 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 more

Report 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 more

Tables

Stakeholder asks

31 sample rows · 15 columns

Every 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	Email
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	Email
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 columns

The 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	Aug 6, 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 26, 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	Aug 5, 2026	Checkout drop-off by payment method, Checkout address autofill adoption
Evander Prokopenko-Lyle	evander.prokopenkolyle@northwicklanding-datadesk.com	Billing	Finance partner	Aug 18, 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	Sep 9, 2026	Cart abandonment by device, Signup form errors by field
Idris Kowalczyk-Bell	idris.kowalczykbell@northwicklanding-datadesk.com	Billing	Product manager	Sep 7, 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	Aug 12, 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 19, 2026	Why trial users leave before day ten, Onboarding checklist completion funnel
Persephone Lindqvist	persephone.lindqvist@northwicklanding-datadesk.com	Mobile	Designer	Sep 14, 2026	Dark mode adoption by platform, Tablet layout engagement
Rafferty Iwu	rafferty.iwu@northwicklanding-datadesk.com	Growth	Growth lead	Aug 14, 2026	Referral banner test readout, Pricing page layout test readout, Why enterprise trials stall
Soraya Mendelsohn	soraya.mendelsohn@northwicklanding-datadesk.com	Growth	Marketing manager	Sep 1, 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 28, 2026	Search result clicks by position, Search filters usage by plan

First reports

7 sample rows · 4 columns

The 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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App studioPinecrest Harbor Apps4 tables · 7 views · 1 form · 1 dashboard · 1 checklist · 1 notification · 1 agentGoverned columns

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App studioSilverbirch Corners Apps4 tables · 6 views · 1 form · 3 dimension sets · 1 dashboard · 1 digest · 1 document · 1 notification · 1 agentDocuments and e-sign

Tamarisk Family Dental	Ingrid Valsecchi	ingrid.valsecchi@tamarindcreekmail.net
Hollinwood Eye Care	Tobias Quarrington	tobias.quarrington@ospreylanepost.com
Strand Mallory CPAs	Perpetua Obiora	perpetua.obiora@sandpiperridgeinbox.org
Ridgeline Roofing Co.	Bartholomew Asplund	bartholomew.asplund@tamarindcreekmail.net

Tallowmere Ledger	Odalie Brightwater	odalie.brightwater@quillbarrowmail.net
Pennywhistle Parcel Co	Lazarus Oduya-Finch	lazarus.oduya-finch@tidemarkinbox.org
Hobnail Habit Tracker	Cordelia Yarrow-Mbeki	cordelia.yarrow-mbeki@fernwickmailbox.com
Rookery Row Telehealth	Ignatius Ballantyne	ignatius.ballantyne@quillbarrowmail.net

KC-1001	Maple & Third Market	Rosalind Hargreave
KC-1002	Harrowgate Fresh Grocers	Dmitri Vanterpool
KC-1003	Dunmore Lane Co-op	Ottoline Abernethy
KC-1004	Pelham Brook Natural Foods	Ignatius Bellweather

Noor Bellweather, product lead	Product lead	Full time
Anneliese Torvaldsen, studio manager	Studio manager	Full time
Matteo Okonjo-Rask, engineer	Engineer	Full time
Saffron Eldridge-Wu, engineer	Engineer	Full time

USB-C cable, 1 metre, braided	FH-1001	Cables and chargers
USB-C to Lightning cable, 1 metre	FH-1002	Cables and chargers
65-watt wall charger, dual port	FH-1003	Cables and chargers
Tablet charger, 30-watt	FH-1004	Cables and chargers

SC-2601	Ferry Tracker 2.1 release	Release
SC-2602	Ferry Tracker 2.2 release	Release
SC-2603	Ferry Tracker support, spring	Maintenance retainer
SC-2604	Ferry Tracker 2.3 release	Release

Intake board

Tables

Stakeholder asks

Requesters

First reports

Also included

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