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UTTR

Content performance analysis made simple for marketers

Year

2021

2022

Industry

MarketingTech

About the project

UTTR is a web analytics platform that helps marketing specialists understand how their website content performs — which pages and keywords convert best, and where content is underperforming. Built from scratch, it gives marketers a single place to see content analytics logically and interconnectedly, reducing the time it takes to go from data to insight.

Marketers can review conversion rates across all pages and keywords over 30, 90, 180, and 360-day periods, get a detailed overview of each page's content and functionality, and research traffic sources to understand where performance is coming from. The platform combines big data capabilities with an easy-to-use interface, built to handle even large sites at peak load.

UI/UX design

Development

Problem

UTTR set out to give marketing teams a faster, more connected way to understand website content performance—without piecing together scattered metrics from multiple analytics tools.

Before UTTR, content analysis presented several challenges:

Disconnected analytics. 
There was no unified view of how pages and keywords performed together, making it difficult to understand the complete picture.
Manual keyword analysis at scale. 
Tracking high-performing keywords across dozens of pages required significant manual effort, with no automated way to extract and organize keyword data.
Slow path from data to insight. 
Raw metrics were available, but turning them into actionable decisions was time-consuming due to fragmented workflows.
Limited traffic visibility. 
Existing tools provided little context about traffic sources, making it difficult to connect content performance with acquisition channels.

Our process

We partnered with UTTR to build a web analytics platform from scratch that helps marketing teams understand website content performance, following our proven Product Ladder model.

STEP `01`

MVP: validated the product with a focused first version

The team started with a roadmap focused on time to market and extensibility, then designed a seamless user flow and a slick, modern interface. We built the architecture to handle large volumes of data flowing into the system in real time, then introduced NLP to extract keywords from a continuous stream of text across dozens of pages — ranking, grouping, and linking them so marketers get holistic insights instead of disconnected numbers.

STEP `02`

Dedicated product team: stable team that owns product delivery

We embedded a dedicated team — product manager, tech lead, UX/UI designer, backend engineer, data engineer, and frontend engineer — to own the product end-to-end. This kept ownership consistent throughout the project, without the handoffs of rotating contractors.

What we built

01

Web analytics platform for marketing teams

The platform gives marketers a single place to see how their website content performs — which pages and keywords convert best, and where content is underperforming — with review periods across 30, 90, 180, and 360 days. Behind a clean interface built with React, Redux, and Material UI, marketers get a detailed overview of each page's content and functionality, plus research into traffic sources, all connected into one logical, interconnected view that reduces the time it takes to go from data to insight.

02

Backend & infrastructure

The backend processes large volumes of data flowing into the system in real time, using NLP to extract keywords from a continuous stream of text across dozens of pages on a single site — then ranking, grouping, and linking them into holistic insights. Built with Spring, PostgreSQL, and Google Cloud Platform (including BigQuery for large-scale data analysis and Apache Beam for data processing), with Redis for caching and Firebase for real-time capabilities, the architecture was built to handle large sites even at peak critical load.

Results

UTTR turned scattered, disconnected metrics into a single, logical view of website content performance for marketing teams.

By introducing NLP to extract and organize keywords from a continuous stream of text across dozens of pages, UTTR replaced manual, time-consuming keyword tracking with automated ranking, grouping, and linking — giving marketers holistic insights instead of isolated numbers. The architecture built to handle large volumes of real-time data established a foundation that goes beyond the initial MVP, supporting even large sites at peak critical load. A connected UX journey turned raw analytics into insight marketers could act on quickly, reducing the time it takes to go from data to decision.

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Base Blocks has been helping us build our product from scratch. They've built us a working product, and we've gotten a lot of positive feedback about it. They're personable and flexible; they make an effort to relate themselves to our team and adapt to our work style. I recommend working with them — they're a reputable company for a reason

Sam Viskovich

CEO at UTTR

Our approach

Building UTTR required close collaboration at every stage — from the initial roadmap through interface design to the engineering work behind the scenes. Our dedicated team stayed involved across the full development cycle, pairing strategic product decisions with hands-on execution, and worked closely with UTTR to keep product direction and technical choices aligned throughout.

Given the platform's reliance on real-time data and NLP-driven analytics, we selected a technology stack built for large-scale processing and reliable performance under load.

Need a team that can take ownership, not just deliver tickets?

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Content performance analysis made simple for marketers

About the project

Problem