“We evaluated Omni and other BI tools, but the speed to insight with Basedash is unmatched.”

FullEnrich is a B2B waterfall enrichment platform that helps sales and marketing teams find verified emails and phone numbers for their prospects. The company aggregates data from over 15 enrichment providers into a single API, giving customers the highest possible match rates without managing multiple vendor contracts.

As a credit-based business with a complex billing model, FullEnrich relies heavily on data to understand revenue, retention, and product usage. Co-founder and CPO Greg Demoge needed a way to go from question to insight as quickly as possible — and to give the entire team that same ability.

“I love the attention to detail. The UI is really smooth, and since I’m kind of a design nerd myself, that matters to me.”

Why Basedash over Omni

FullEnrich ran a thorough evaluation of BI tools, including a full proof-of-concept with Omni. Greg appreciated Omni’s customization depth and dashboarding flexibility, but kept coming back to one thing: speed to insight.

“The speed to insight is much faster than Omni’s, and at our early stage, that’s probably one of the most important factors.”

At an early-stage company, the ability to quickly find new insights, store them in a dashboard, and move on to the next analysis matters more than having an exhaustive set of configuration options. Greg found that Omni’s breadth of features — connected spreadsheets, advanced modeling, custom matrices — bloated the AI’s context and slowed it down. Because Omni was built before AI models were as capable as they are today, the product compensated with layers of manual setup like topics and extra documentation that added friction instead of removing it.

Basedash’s conversational interface clicked immediately. The time-to-value was faster than anything else Greg had tried. He could kick off a chart, step away, come back to the result — or run multiple analyses in parallel — without losing context.

“Finding new insights quickly, storing them in a dashboard, and moving on to another analysis is crucial. That’s where Basedash wins.”

Building a company-wide data layer

FullEnrich connected Basedash to their BigQuery warehouse, which serves as the single source of truth for everything happening across the business — Stripe billing, product analytics from Segment, Intercom conversations, and HubSpot CRM data all flow into BigQuery through their data pipeline.

The team uses dbt on top of BigQuery to handle complex transformations like custom MRR calculations, lead scoring, and customer health scores. As a credit-based company, their revenue metrics require multi-step logic that would be unwieldy as a single SQL query — dbt lets them break it into documented, reusable intermediate steps.

With Basedash connected to this infrastructure, the team now has a conversational interface over the same well-modeled data that powers their reverse ETL, their internal tools, and their reporting.

Dashboards for every team

What started as a single dashboard quickly grew into a full operating view of the business. Today, the FullEnrich team runs dashboards covering every major function — revenue and billing, product activation and retention, sales performance, account management, marketing, and support.

Each department has its own view of the metrics that matter to them, while a central dashboard gives the whole company a shared pulse on the business. Beyond the dashboards, the team regularly runs ad-hoc analyses for things like investor reporting, retention cohorts, and net dollar retention.

“The goal is to involve everybody. A main dashboard anybody can look at, then dashboards by department.”

The whole team, one source of truth

The entire FullEnrich team uses Basedash — engineering, sales, product, and operations all on the same platform. The team runs regular conversations for everything from routine monitoring to deep-dive investigations like correlating user type with retention or breaking down revenue by data type.

Greg uses the ad-hoc exploration workflow heavily, running analyses that don’t necessarily end up on a dashboard but directly inform product and strategy decisions. The conversational interface means he can iterate quickly, following threads wherever the data leads.

“Doing ad-hoc analysis — investor reporting, looking at correlation between user type and retention — those are the things that don’t necessarily go on a dashboard, but they’re critical.”

Impact

Since adopting Basedash, FullEnrich has replaced a fragmented analytics workflow with a single conversational interface the entire company can use:

• Dashboards covering revenue, product, sales, support, marketing, and account management — built in weeks, not months
• Every team member self-serving their own data across every department
• Ad-hoc analysis for investor reporting and strategic decisions delivered in minutes
• A design-forward experience that the team actually enjoys using every day

“You’re building something really good. I always love the product, love the attention to detail.”