Case Study. Our own product, Spell Intelligence
One governed data lake for every Spell product.
Spell Intelligence lands every business table of Spell CRM Pro and Spell ERP Pro in one governed data lake, nightly or in real time. Every build is checked before a report can read it, and the result is 720 governed reports and Spella, an analyst that answers in plain language on your company's own data.
- One governed data lake
- 720 governed reports
- Credentials never exported
The situation
Every product reported on itself. Nobody reported across them.
Every Spell product shipped its own operational reports, and each was good at its own domain. The questions leadership teams actually ask cross those lines: how long from a lead to cash in the bank, where cash is stuck, which projects will finish over budget.
Answering them meant exports and spreadsheets, and two people could reach two different numbers for the same question. We wanted one library, one method per question, and numbers a customer could put in front of a board or an auditor.
Results
What is in the library today.
650+
business tables of Spell CRM Pro and Spell ERP Pro in one governed data lake.
720
reports, each with a governed method and a plain-language question.
72
packs across 18 families, from board finance to fleet operations.
2 + 12
Spell CRM Pro and Spell ERP Pro connected today, plus 12 integrated Spell products.
4
fictional demo companies every report is verified on: an auto group, a builder, a facility services firm and a care network.
44
reference columns checked for company isolation on every build. One row pointing at another company refuses the whole build.
What we built
One method per question.
Plain-language questions
Each report starts from a question a team actually asks, such as where is my cash stuck, or is the support queue keeping up, and answers it in a sentence before the chart.
A stated method
Every report states its grain, its sources and its caveats, and links to the definition behind every figure.
Spella for everything else
Ask Spella anything the library does not cover, and save the answer as a report of your own.
Scoped to one company
Reports run in the Spell Intelligence app and in Spella, always against one company and one published build.
The foundation
One governed data lake. Every Spell product.
Everything, not a sample
Every business table of Spell CRM Pro and Spell ERP Pro, and of the integrated Spell products that run inside them, lands in one lake, so a report can follow a customer from first lead to cash in the bank.
Nightly or in real time
Database snapshots nightly, live event streams as they happen, and an on-demand load when a product publishes new data.
Raw stays raw
Data never changes once it lands. Deletion runs only through a controlled erasure process.
Built on AWS
Apache Iceberg tables on Amazon S3, queried with Amazon Athena, catalogued in AWS Glue and governed with AWS Lake Formation, all defined as code.
Privacy and security
Private by design.
Tables that hold passwords, sessions, API keys, two-factor secrets or access tokens are never exported to the lake
People are never named in reports. Only business names the owner has approved, such as customer and vendor companies, replace an id
Every report and every Spella answer is scoped to one company and one published build
Healthcare-linked data stays restricted under its healthcare agreement: it is never shared with third-party AI assistants and never used for benchmarks or model training
Companies that run both Spell CRM Pro and Spell ERP Pro are joined through the connection they set up in the products, never by guessing from names
In use
Answers you can act on.
Names, not codes
Reports show the customer, the vendor and the account by name, so a collections list reads as a list of companies to call.
Says what it cannot see
When a company does not use the product a question needs, Spell Intelligence says so instead of showing zeros.
Your own reports
Save any Spella answer for yourself or share it with your whole organization.
Resilience
Built to keep serving.
In October a source feed paused after a product release. Every report kept serving the last good data, labeled with its age, and the freshness alarm raised it. When the feed resumed, the new data was checked and published, with nothing to repair downstream.
Real reports, fictional companies
The questions teams ask every Monday, already answered.
Each example is a real Spell Intelligence report, run on one of the demo companies. Same method, same checks and same charts a customer's company would see.
Which lead sources actually convert?
Leads. On a demo company, 6% of phone leads ended in a won deal, against 1.0% of social leads.
Where does the marketing journey lose people?
Marketing. Before sales takes over, the steepest loss is from became a lead to qualified: only 21.1% continue.
Where do showroom opportunities drop out?
Dealership Pro. On the demo auto group, only 61% of opportunities make it from offer penciled to sold.
Where is staffing demand lost?
Workforce Delivery. On a demo company, 74% of openings requested in the window have a worker started.
Which stock moves, and which just sits?
Inventory. On the demo auto group, stock turned 0.8 times over the trailing year.
What moved our profit this year?
General ledger, close and statements, answered from the posted books rather than from a spreadsheet.
How it works
From product database to governed report.
Land
Every business table of each product is exported from a database snapshot nightly, or on demand when a product publishes new data. Product events stream in as they happen. Tables that hold passwords, sessions, keys or tokens are never exported.
Check
Contract, types and counts are recomputed, every company is mapped and verified, and finance scope is checked. Any failure refuses the build.
Standardize and publish
Spell Intelligence builds its own standardized tables from the raw data. Personal details, contact data and free text stay in the raw zone; only business names the owner has approved are shown. The build is published as one unit and never changes afterward, so a rollback is a single step.
Answer
The 720 reports and Spella read only the published build, for one company at a time.
Built to be trusted
Refuse rather than guess.
The rules are enforced in the product and tested on every build, not written in a policy document.
Every build passes a check for contract, company isolation and finance scope before a single report can read it
A build that fails is refused and named. The last good build keeps serving, labeled with its age
Every report is scoped to one company and one published build
Raw data never changes once it lands, and deletion runs only through a controlled erasure process
Documents keep their original currency. Nothing is converted and nothing is summed across currencies
Reports on people, patients and drivers aggregate only. No person-level row is ever shown
Product events are filtered by consent before storage, and no IP address or user agent is read
Why it matters to you
The same discipline, on your systems.
Spell Intelligence is how we run intelligence on our own products. Our data lake work for clients follows the same rules: read-only access to your systems, your own definitions reconciled to the numbers your team already trusts, and an analyst that shows its working.
See your own numbers here.
If your company runs on Spell CRM Pro or Spell ERP Pro, book a walkthrough and we will open your company's reports with you. If it runs on other systems, our data lake service brings the same approach to them.