Overview
Torus Digital, a next-generation investment platform, partnered with Optiblack to implement a robust analytics foundation using Mixpanel. The goal: accelerate product-market fit, optimize user experience, and enable data-driven decision-making across teams. This collaboration spanned from initial strategy to technical execution, overcoming significant challenges along the way.
Key Challenges
- Product Stability Issues: Torus Digital’s early product iterations faced negative feedback from early adopters and instability, delaying full-scale analytics deployment.
- Fragmented Data: User data was scattered across multiple sources, with no single view of the customer journey.
- Limited Analytics Expertise: The internal team lacked deep experience in analytics implementation and best practices.
- Complex Integrations: Multiple third-party tools and platforms (banking, onboarding, marketing) added layers of integration complexity.
- Reactive Analytics: Analytics was initially considered post-development, leading to missed opportunities for proactive product improvement.
Solutions Delivered by Optiblack
- Co-Owned Analytics Implementation: Optiblack embedded with Torus Digital teams, guiding the end-to-end Mixpanel rollout across web and mobile platforms.
- Unified Tracking Plan: Developed a comprehensive tracking plan covering all critical user journeys, from onboarding to banking and investments, ensuring data consistency.
- Phased Rollout: Prioritized server-side event tracking for reliability and accuracy, followed by client-side events for UX insights.
- Team Enablement: Conducted workshops and ongoing education for product, engineering, and marketing teams to foster a data-driven culture.
- Integration of Marketing Data: Enabled unified analytics by integrating Google and Meta Ads data, supporting campaign ROI analysis within Mixpanel.
- Error Tracking & Alerts: Implemented real-time error event tracking and anomaly alerts, enabling rapid response to production issues.
- Custom Dashboards: Built tailored dashboards for different stakeholders, surfacing actionable metrics and conversion funnels.
- Best Practices & Documentation: Provided process documentation and templates to ensure repeatability and scalability for future features.
Impact & Business Benefits
- Accelerated Learning Cycles: Early Mixpanel insights revealed critical UX issues (e.g., payment flow drop-offs, feature non-adoption), enabling rapid product fixes and iterative improvements.
- Cross-Team Alignment: Unified analytics vision brought together marketing, onboarding, and product teams, breaking down silos and focusing efforts on measurable outcomes.
- Data-Driven Product Decisions: Torus Digital transitioned from gut-feel decisions to objective, cohort-based analysis, improving feature prioritization and resource allocation.
- Improved Conversion & Engagement: Enhanced visibility into user journeys and friction points led to targeted interventions, boosting onboarding completion and deposit rates.
- Operational Efficiency: Automated error tracking and alerts reduced manual monitoring, freeing up engineering bandwidth and speeding up incident resolution.
- Foundation for Growth: The scalable analytics framework now supports new product streams, marketing attribution, and advanced segmentation, setting the stage for future growth.
Lessons & Future Outlook
- Integrate Analytics Early: Embedding analytics into the development lifecycle—rather than post-launch—drives compounding benefits.
- Continuous Enablement: Ongoing education and documentation are key to sustaining a data-driven culture.
- Iterate & Expand: With the foundation in place, Torus Digital is positioned to leverage deeper Mixpanel capabilities and optimize future feature rollouts through analytics.
Optiblack’s partnership enabled Torus Digital to transform analytics from a checkbox exercise into a strategic business asset—delivering measurable impact across product, marketing, and operations.