How we built a forecasting data app that gets more accurate every quarter

This post details the evolution of Hex's generative data apps, specifically focusing on how a forecasting data app was built and improved over time. It highlights the transition from spreadsheets to a data app, enabling direct CRM ingestion, dynamic conversion rate modeling, and time-to-convert pattern analysis. The app's accuracy has improved quarterly through advanced modeling incorporating segment-specific conversion rates and 90-day conversion windows, and direct CRM integration. Future enhancements explore AI capabilities for generating forecast scenarios and dynamic adjustments. The core technical contribution is the architectural shift to a data-warehouse centric model for forecasting, enabling continuous learning and more accurate predictions.