Lightspeed removes data silos with Contentsquare’s fast, actionable insights

The company

Lightspeed is a unified electronic point-of-sale and payments platform designed to help retail and hospitality companies simplify operations, scale efficiently, and deliver exceptional customer experiences. 

The Lightspeed platform powers businesses at the heart of communities in over 100 countries, and the company has global teams across North America, Europe, and Asia Pacific.

From online and in-store operations to multichannel sales, embedded payments, inventory management tools, and data-driven insights, Lightspeed helps businesses make work flow, grow sustainably and thrive.

The challenge

As a product manager for Lightspeed, Veronika Skrypal needs as much data on their products and user behavior as she can get.

Before Contentsquare, “Product Managers had to ask engineers to create Structured Query Language (SQL) queries,” Veronika said. “But not everything was tracked, so there wasn't enough data, and it was hard to get to the right data due to these SQL barriers.”

As a result, Lightspeed faced a range of challenges, including:

• Data silos and skill gaps. Certain business data was accessible only to technical teams, like engineers or data analysts.

• Slower decision-making. This barrier prevented product teams and other departments from accessing relevant insights faster. This slowed down effective decision-making.

The solution

Lightspeed implemented Contentsquare’s Product Analytics powered by Heap to transform their data-driven decision-making across teams and product-led growth initiatives.

Contentsquare provides fast, actionable insights for relevant team members to access. Product managers can easily analyze user behavior and journeys, and create custom dashboards—all without engineering support.

With Contentsquare Product Analytics powered by Heap, we don't need to rely as much on our engineers. Product managers can do the analysis and even action urgent items independently, which is super powerful.

Veronika Skrypal

Senior Product Manager

Here are 3 ways Contentsquare’s Product Analytics powered by Heap drives impact for Lightspeed. 

1. Understanding end-to-end customer journeys and identifying friction 

Lightspeed uses Funnel Analysis to discover how users progress through their funnel, identify points of friction, and optimize conversions at every step.

Using Funnel Analysis, Veronika discovered patterns in how customers navigate the Lightspeed platform—and who's actually completing key actions. Equipped with previously hidden behavioral signals, product managers can now identify optimal placement for in-app advertisements and promotions. It allows them to analyze where different user types (such as admins, managers, and cashiers) actually spend their time in the product.

An example of a customer funnel within Contentsquare’s Funnel Analysis capability

2. Reducing costs and accelerating time-to-market

The Lightspeed team needed to urgently advertise a feature to specific users. However, they faced a technical challenge: the relevant data existed at a ‘location level’ rather than an ‘account level,’ while their product-led growth platform only operated at the account level. And building location-level functionality would have required 3-4 sprints—a significant time investment.

Using Contentsquare, they were able to quickly analyze the eligible accounts. The insights they discovered allowed the team to release the advertisement within a week, eliminating months of unnecessary development work, which would have been costly.

3. Democratizing data with self-service analytics that drive immediate action

Sense, Contentsquare's AI, has democratized analytics access across Lightspeed, enabling team members with varying data expertise to extract insights independently.

"A lot of people start off using Sense to get the hang of things, especially our design team," Veronika shared. "Once you understand what's happening, using filters comes naturally, and it's faster for me to use filters than to type out what I need. Sense is a crucial stepping stone for those less familiar with data analysis."

By using segmentation analysis, Veronika can quickly understand specific user behavior. For example, recently she wanted to know which pages users on a specific plan were visiting, how they were interacting with certain features. "I imported a segment of users into Product Analytics and was able to answer my questions immediately," shared Veronika. 

An example of segment analysis in the Contentsquare platform 

Contentsquare makes this simple. "This was super easy in Contentsquare," Veronika said. "I uploaded the segment into the platform and was able to easily analyze the data because I didn't need to write SQL."

The impact of Contentsquare extends beyond Veronika’s team. Lightspeed's broader Product and Technology department now explores data independently using Contentsquare Product Analytics powered by Heap, and no longer needs to rely on Veronika's team for analysis. While her team helps onboard new users, the real power is in the platform's self-service nature, enabling teams to answer their own questions and make data-driven decisions.

The results

Contentsquare’s Product Analytics powered by Heap has delivered several quantifiable improvements to teams across Lightspeed, including: 

• Maximizing resources: product managers no longer need to request data pulls from engineering teams, freeing up development resources for building product value

• Faster, data-backed decisions: time to insight has decreased for important business questions.

• Clarity on revenue attribution: Contentsquare enabled more accurate funnel analysis and revenue forecasting

• Better understanding of customer behavior: Lightspeed now has more complete visual and detailed data on what customers are doing across the entire user journey, and the team confidently knows where and what to invest in to improve their platform's digital experience

• Enhanced executive reporting: product managers can quickly surface key insights and data visualization to leadership 

With Contentsquare, ​​we've further empowered our product teams and other departments at Lightspeed to make data-driven decisions. We’ve democratized access to data across the business.

Veronika Skrypal

Senior Product Manager

What’s next?

Lightspeed is expanding their use of Contentsquare to unlock even deeper insights and drive strategic growth. The business is piloting Data Connect to integrate behavioral data with transaction data, unlocking more sophisticated downstream analysis and revenue attribution capabilities.

The more we use Contentsquare’s Product Analytics, the more opportunities we discover. We're just scratching the surface of what's possible when everyone has access to fast, actionable insights.

Veronika Skrypal

Senior Product Manager

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