Heap aims to automate data processes to provide quicker insights for business users, addressing common challenges such as event tagging and tracking. The company uses its own analytics tool, Heap, to guide product strategy, specifically in planning its product roadmap by understanding user behavior. This involves distinguishing between active users, who frequently run their own queries, and passive users, who primarily view reports. Analysis revealed that most users are actively engaged in exploring data rather than merely consuming prebuilt reports, prompting considerations for future feature development. The insights suggest focusing on enhancing data exploration capabilities or improving collaboration and passive viewing features. The analysis raises further questions about user interactions with Heap, which will inform ongoing product development decisions.