Aaron Cripps, VP of Product at Forge, discusses how the company improved its product success by integrating data-driven decision-making and leveraging Heap's product analytics. Initially, Forge lacked a clear understanding of customer journeys and behaviors, which hindered the evaluation of product changes and their impact. By enhancing visibility into these aspects and making data a core part of decision-making, the team increased accountability and agility. Through a systematic approach to experimentation, including hypotheses and real-time measurement, Forge was able to significantly boost client engagement and conversions. Specific experiments, such as improving the marketplace discovery experience by surfacing more information upfront, led to a 51% increase in client engagement. Cripps underscores the importance of starting with manageable experiments, maintaining adequate data governance, and partnering with supportive entities to maximize the value of analytics tools like Heap.