I’m trying to find a way to create a customer-product use matrix in Hubspot, also called a white space analysis, to identify gaps and up/cross-sell opportunities.
We have a range of products that complement each other, and we’d like to map out which customers are using which products in an easy to view and intepret way.
See examples below:
Anyone seen a tool or process by which I could accomplish this in Hubspot?
Hi @JNunesGoncalv and Happy Friday!
That’s a fantastic question for the HubSpot Community, and one that many businesses using HubSpot are looking to address!
Creating a customer-product use matrix, often called a white space analysis, is a powerful way to identify up-sell and cross-sell opportunities.
The good news is that HubSpot’s platform, especially with recent updates, offers several capabilities to help you achieve this by unifying your customer data and leveraging AI for insights.
Here’s how you can approach creating such a matrix within HubSpot:
• Unify Your Data with Data Hub and Data Studio Your core challenge is bringing together information about which customers use which products. HubSpot’s new Data Hub is designed to transform scattered, messy customer data into actionable insights. Its flagship feature, Data Studio, allows you to blend first and third-party data from across your tech stack in a familiar spreadsheet-like interface, without requiring SQL or coding skills.
For example, you could link customer records with their purchased products, making this data accessible for analysis.
• Leverage Smart CRM for a Complete Customer View The Smart CRM is the foundation for all your customer data, automatically pulling context from every touchpoint into one complete, always-current customer record.
◦ Flexible CRM Views
◦ Self-Generating CRM Data and Smart Properties
• Intelligent Insights with Data Agent The Data Agent researches and answers custom questions about your customers by analyzing diverse data sources, including your CRM, calls, emails, documents, and the web.
For instance, you could ask the Data Agent to identify customers who use “Product A” but not “Product B,” directly pointing to cross-sell opportunities.
• Identify Opportunities with Segments + Personalization Once your data is unified and enriched, the Segments feature in Marketing Hub can help you build precise audiences based on specific criteria, including product usage and intent signals.
By combining these powerful tools, you can move beyond manual tracking to an automated, AI-driven system that helps you visualize your customer-product matrix and uncover valuable up-sell and cross-sell opportunities more efficiently.
Also, I’d love to invite our Top Experts to this discussion: Hi @danmoyle, @Josh and @karstenkoehler do you have other suggestions or any insights to share, please?
Have a lovely weekend and thanks so much!
Bérangère
Hi @JNunesGoncalv,
Along with @BérangèreL’s recommendations, there may be an option to do this as a report.
If the data is in HubSpot as to which products each customer is purchasing, you could potentially do this with a pivot table report in the Custom Report builder. It woulnd’t be as “pretty” as what you showed in the screenshot, but it may get the job done. You’re also limited on the number of columns that can be added, so that certainly might be a limiter if you have several products.
Josh
Hi @JNunesGoncalv. I’m with @Josh on using a custom report if you’re keen on making this only in HubSpot. One thought that might help is to store product usage information as custom properties or custom objects in HubSpot, to help go beyond the standard tools. For example, each customer record can have properties like “Product A Used”, “Product B Used”, etc., or a related custom object called “Product Usage” linked to the customer. That may help visualize it better than the standard line items.
But to be honest, if it were me, I might think about creating this outside of HubSpot. As great as it is at so much, sometimes I’ve found that HubSpot isn’t everything (please don’t tell Dharmesh I said so… 
) .
Is there a reason other than the data is in HubSpot that you need it built inside of it?
I’ve seen some tool like Amplitude, Mixpanel, and Segment help since they can sync product usage and computed analytics directly into HubSpot for deeper segmentation and opportunity analysis. You might need to use webhooks or third-party connectors (like Hightouch) to automate syncing usage data from external databases into HubSpot, but it might help you visualize it better.
