Mikael joined Funnel over six years ago during its early days as a developer. Today, he is part of our Data Out team, focusing on data export integrations and conversion uploads to ad platforms. His journey is marked by curiosity, innovation, and dedication. In this blog, Mikael shares insights into his role, the team’s focus, and the challenges they tackle together.

Tell us a bit about yourself and your journey into software development.

I have always been drawn to problem-solving, which naturally led me to software development. I initially studied game development, thinking it would be an exciting and creative field. However, I quickly realized that breaking into the gaming industry was not easy, and the crunch culture, with its demanding hours and lack of work-life balance, was not appealing either.I shifted my focus to software development because I was drawn to the thrill of solving complex problems. For me, it was not about whether I was coding for a game or an application. What really mattered was the core challenge of logic and problem-solving. I wanted to continue tackling intricate challenges in an environment that encouraged both creativity and balance.

While I was exploring opportunities in software development, a recruiter from Funnel reached out. I was intrigued by the company and decided to learn more. During the interview process, I had the chance to visit the office and meet the team. The welcoming atmosphere and inspiring people I encountered left a lasting impression. At the time, I knew almost nothing about marketing or reporting, but the team’s passion and the company stood out. It felt like the right place to grow, learn, and contribute.

You joined Funnel in its early days. How has the development department evolved?

When I started at Funnel, there were just 17 developers and around 50 employees in total. The culture was very hands-on and collaborative, with everyone wearing multiple hats. It was easy to walk up to someone in a different team and ask questions about their work. For me, as a fresh graduate, this was invaluable. I could quickly learn not only about my responsibilities but also about the product as a whole.

Over the years, the development department has grown substantially. We now have dedicated teams focusing on different parts of the product, which has brought depth and specialization. One thing that has not changed is the company’s emphasis on collaboration and autonomy. While we have adopted more structured ways of working, the supportive culture and opportunities for learning have remained constant.

Can you share what the Data Out team focuses on and your role within it?

The Data Out team focuses on two core areas: data export integrations and uploading web and e-commerce conversions to ad platforms. Both areas play a critical role in helping businesses manage and leverage their data effectively.

1. Data Export Integration

We manage integrations with platforms like BigQuery and Looker Studio to allow data transfer tailored to different business needs..

Both integrations require precision to ensure the data is accurate, flows smoothly, and adapts to various client needs.

2. Conversion Uploads to Ad Platforms

This newer area involves helping businesses send data back to platforms like Google Ads, enabling them to optimise their AI-driven ad systems. These uploads inform the platform about valuable conversions, allowing better targeting and budget allocation.

For example, clients can upload data to help ad platforms distinguish between a high-value lead, such as a CEO, and a lower-value lead, like a student. This ensures platforms learn to prioritise the right audiences for campaigns.

The challenges in this area include avoiding issues like:

What’s next for the Export solution? Are there any exciting features or innovations on the roadmap?

The next big step for the Export solution is expanding to support more platforms and use cases. As marketing becomes increasingly automated and AI-driven, conversion uploads will play a crucial role in campaign optimisation.

Our focus is on creating tools that are both intuitive for beginners and powerful for advanced users. This includes adding features like:

The roadmap is ambitious, but it’s an exciting time to be working in this space. We’re building solutions that will help businesses stay ahead in an increasingly competitive and data-driven landscape.

When you’re not coding, how do you like to spend your time?

Outside of work, I’m an avid reader. I mostly read fantasy and science fiction, and I tend to go through books at a fast pace, sometimes finishing an entire series in just a few days. To manage my reading habit, I’ve started following web novels, which release chapters incrementally.

I’m also a fan of gaming, particularly strategy games like Europa Universalis. Music is another constant in my life where I average more than 200 000 minutes of listening per year on Spotify (the average is about 4000 minutes!). While I don’t pay much attention to song titles or artists, music provides a background to almost everything I do. For me, downtime is about recharging through books, games, and good music.

Interested in technical aspects of Funnel or want to know more about our teams at Funnel? Read our Devblog!