Companies that use Full Story

Source: Analysis of 100 job postings that mention Full Story

My analysis shows that FullStory buyers are predominantly product and digital experience leaders, with Directors of Product Management (18%), Directors of Marketing (15%), and Directors of Customer Success/Experience (12%) leading procurement decisions. These buyers are focused on digital transformation and customer journey optimization. Heads of Product (10%) and Directors of Analytics (8%) round out the leadership purchasing group, revealing that FullStory is a strategic investment in understanding user behavior across digital touchpoints.

Day-to-day users span a broader range of practitioners including UX researchers, product managers, digital analytics teams, and marketing operations professionals. These hands-on users leverage FullStory for session replay analysis, user journey mapping, conversion funnel optimization, and identifying friction points in digital experiences. The tool supports data-driven decision making across product development, marketing campaign measurement, and customer experience improvement initiatives.

The recurring pain points center on fragmented user insights and the need to understand the complete customer story. Job descriptions emphasize phrases like "articulate the full story across multiple streams of work," "understand and design for user behavior," and "drive data-driven decision-making to optimize performance." Companies are hiring to bridge the gap between quantitative metrics and qualitative understanding, seeking to "tell the full story" behind user actions and "ensure tracking and measurement of all full-funnel marketing activities."

Source: Analysis of Linkedin bios of 2,441 companies that use Full Story

I noticed Full Story attracts an incredibly diverse range of companies, from luxury hospitality brands like Marriott and The Ritz-Carlton to direct-to-consumer startups like Caraway Home and Wander. What unites them is a focus on digital customer experience. These are companies where the online journey matters intensely: e-commerce brands selling cookware and luggage, SaaS platforms managing shipping and payments, food delivery services, sports betting sites, and even traditional businesses like hotel chains that have invested heavily in their digital presence.

The company maturity spans dramatically. I see early-stage ventures like Clozers with 2 employees and $25K in pre-seed funding alongside massive enterprises like Marriott with 211,000 employees. However, the sweet spot appears to be growth-stage companies: Series A and B startups with 50-500 employees, plus established mid-market companies modernizing their digital operations. Even the large enterprises here (Pella, Colonial Life, Master Lock) emphasize innovation and digital transformation in their messaging.

Source: Analysis of tech stacks from 2,441 companies that use Full Story

I noticed that Full Story users are predominantly SaaS companies with sophisticated digital customer experience strategies. The extremely high correlation with Segment (219x more likely) and the Full Story Enterprise tier tells me these are growth-stage B2B companies that have moved beyond basic analytics. They're investing in understanding the complete customer journey across their digital properties, not just tracking page views or conversion rates.

The pairing of Full Story with Segment makes perfect sense because these companies are collecting customer data from multiple sources and need to unify it. Full Story captures the behavioral layer (what users actually do), while Segment acts as the data pipeline to connect that insight with other tools. The strong presence of both Intercom products (Widget and Help Center) suggests these companies are using session replay data to improve their support operations. When a customer reaches out, support teams can literally watch what happened before the conversation started. The LinkedIn Ads correlation points to B2B targeting, where they're likely using Full Story insights to optimize their ad spend and landing page experiences for enterprise buyers.

My analysis shows these are solidly product-led growth companies with strong marketing operations. They're past the scrappy startup phase (hence the enterprise-tier tools) but still focused on optimizing digital conversion funnels rather than building large sales teams. The emphasis on self-service support through Intercom and data-driven product decisions through Full Story points to companies scaling revenue without proportionally scaling headcount.