Data-Informed B2B Platform Strategy Across 35 Markets

Context

Between 2021 and 2023, I worked with the direction of an enterprise B2B platform serving dealers and distributors across 35 markets. The difficult question was not whether the platform could contain more functionality. It was where investment would create the most useful change for customers and the business.

I wanted the roadmap to rest on more than stakeholder opinion, so I connected behavioural data with direct customer evidence.

My role

I shaped the analytical approach, combined quantitative and qualitative evidence, translated findings into decision material, and helped connect customer needs to platform priorities.

The evidence base included:

• 40,000 daily sessions showing how the existing platform was actually used.
• 1,470 survey responses adding structured feedback across markets.
• 30 customer visits providing context that analytics alone could not capture.
• 35 markets with different commercial conditions, maturity, and user needs.

From signals to decisions

Product analytics made behaviour visible: where people entered, which journeys mattered, where usage concentrated, and where friction appeared. Survey responses helped test whether those patterns represented isolated issues or broader needs. Customer visits explained the work around the platform — local processes, workarounds, dependencies, and commercial realities.

I brought these sources together in Power BI and decision material that allowed product and business stakeholders to compare opportunities using the same evidence.

The work followed a simple chain:

1. Observe behaviour in the existing platform.
2. Validate patterns through structured feedback.
3. Add context through direct customer conversations.
4. Connect needs to business and technical constraints.
5. Use the combined evidence to guide priorities and investment discussions.

What the work demonstrated

The main outcome was not a single dashboard. It was a more defensible way to decide what the platform should become.

This period also strengthened a principle that still shapes my work: data becomes valuable when it changes a decision, and quantitative evidence becomes more reliable when it is interpreted alongside the people and processes that produced it.

That same principle later carried into governed data platforms and now into Company OS, where live signals and measured outcomes form the feedback layer for autonomous work.

Technology and methods

• Power BI
• Product and web analytics
• Survey analysis
• Customer interviews and field visits
• Opportunity mapping
• Cross-market decision support

When: 2021–2023