From marketing to churn, subscription analytics across the full funnel.
Objective
Build a trusted analytics foundation to accelerate growth across marketing, sales, product, monetisation, and customer success.
Obstacle
Siloed data, inflexible reporting, and lack of control over currency conversion obscured key drivers of subscription growth.
Outcome
Automated, unified analytics unlocked full customer journey insights, empowering teams to drive growth with confidence.
Background
Fyxer is an AI-powered executive assistant service that helps busy professionals delegate more effectively. As the business scaled, so did the complexity of its data. Insights were fragmented across multiple tools, each offering a narrow view of the customer journey. The team needed a unified, scalable analytics foundation that could support decision-making across teams without relying on manual processes over disconnected reporting. Previously reliant on Stripe, spreadsheets, and Chart Mogul, their reporting lacked consistency and depth. To modernise their analytics, Fyxer partnered with 173tech for a project focused on building a scalable data stack, defining core metrics, and delivering cross-functional dashboards.
Challenges
- Limited visibility into the drivers behind MRR growth and subscription churn. Top-level trends only.
- Data was scattered across tools like Stripe, PostHog, Hubspot, Intercom, ChartMogul, and manual spreadsheets.
- Reporting was inflexible and disconnected, making it hard to adjust metrics or filter by meaningful business attributes.
- Manual reporting consumed time, introduced errors, and pulled engineers away from high-impact work.
- Lack of control over currency conversion, undermining accurate financial reporting.
Solution
Fyxer partnered with 173tech in a two-phase engagement to fast-track the delivery of a modern, end-to-end analytics stack:
- Defined KPIs and built a shared data dictionary across teams.
- Recommended and implemented the analytics tech stack: Fivetran, dbt, Snowflake, and Metabase.
- Integrated Meta, Google Ads, Stripe, PostHog, and Intercom for a complete user journey.
- Built automated data models for marketing performance, subscription revenue, user engagement, and customer support metrics.
- Established a marketing attribution framework tailored to its unique unique marketing and sales cycle, giving Fyxer full control and clarity.
- Created flexible, self-serve dashboards enabling detailed analysis of MRR, churn, marketing, and customer support.
- Delivered thorough handovers, documentation, and training, ensuring a smooth transition to Fyxer’s new internal data team.
The Proof Is In The Numbers...
10x
95%
5
Impact
- MRR Clarity: Delivered models for Gross and Net MRR, breaking down churn, contraction, expansion, and acquisition, aligned with Stripe’s view plus deeper, business-defined logic.
- Attribution Overhaul: Multi-touch attribution, Meta, Google Ads and email campaign integrations all feed into a centralised daily marketing performance dashboard.
- Customer Success Visibility: Dashboards for CSAT, time-to-close, first response time and more KPIs give real-time insight into customer support performance.
- Retention Segmentation: Enhanced NRR charts and churn breakdowns identify behaviour by account age and conversion window.
- Self-Serve Dashboards: Teams now access centralised, filterable dashboards, no more reliance on manual data pulls.
- Churn Analysis: Uncovered key behavioural and demographic churn drivers, such as usage patterns, inactivity, acquisition source, and seat count.
- Churn Prediction: Built a predictive model to flag at-risk subscriptions for proactive retention through targeted CRM and marketing strategies.
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