Instrumentation and Customer Analytics Product
Built Aircall's instrumentation from scratch and turned that data foundation into a paid analytics tier for enterprise clients.
Aircall lacked a clean, unified instrumentation layer to understand internal product usage — and had no way to give enterprise clients visibility into their own call operations data. Large accounts were flying blind on agent performance, call volumes, and missed call rates across their distributed workforces.
Build instrumentation from scratch that would serve two distinct purposes: reliable internal product analytics for Aircall's own teams, and a commercial analytics product giving enterprise clients a self-serve portal to monitor their own call centre operations.
The instrumentation work at Aircall had two distinct outcomes. The first was internal: a clean, reliable events layer that gave Aircall's own product and growth teams the data they needed to understand usage. The second was commercial: the same data foundation, surfaced to enterprise clients through password-controlled customer portals built on Periscope (now Sisense for Cloud Data Teams), became a paid analytics tier for whale accounts.
Clients could monitor call volumes, agent attendance, missed calls, and call duration metrics — sliced by date, agent, and phone number — giving operations teams the visibility they needed to manage distributed call centre workforces. The analytics product was not a separate build; it was a natural extension of the same instrumentation and modelling work, repurposed into a client-facing value proposition.
- 01Audited the existing instrumentation landscape: identified gaps in event coverage, inconsistent tracking across surfaces, and the data requirements of both internal analytics and the planned customer-facing product.
- 02Designed and implemented the instrumentation layer from scratch: unified event taxonomy, consistent property schemas, and validation at point of collection.
- 03Built the warehouse models serving both internal analytics and the client-facing data product: agent-level metrics, call volume aggregates, attendance records, and duration distributions.
- 04Configured Periscope (Sisense) as the delivery layer for the customer analytics portal: password-controlled access, pre-built dashboard templates with slice-and-dice capability across dates, agents, and phone numbers.
- 05Designed the multi-view dashboard structure: call volume trends, agent performance summaries, missed call rates, and duration metrics — all filterable and exportable.
- 06Deployed the portal as a paid tier for enterprise (whale) accounts; validated access controls and data isolation so each client saw only their own data.
- Enterprise clients able to self-serve operational analytics across their full call centre workforce
- Internal analytics and customer-facing product served from a single, consistent data foundation
- Paid analytics tier launched for whale accounts without a separate build
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