Company
Maxxton is a Hospitality industry SaaS Leader working with top hospitality hotels and chains in Europe to manage reservations and day to day operations
Problem
Maxxton's product team was not able to generate insights from the current tech stack of Google Analytics and other tools, they wanted to move to a system that helps them answers questions for all the product team and marketing team
They turned towards Mixpanel and Mixpanel recommended Optiblack as a the leading partner who can help them with the entire analytics tech stack.
When Maxxton started working with us, they wanted to gain insights on product, they wanted to understand the design impact and improve the product further. They were also focussed on making the product simpler for users and improve NPS score. Product team was making the transition from enterprise SaaS to customer centric SaaS and they turned towards modern analytics tools to find the solutions
Mixpanel recommended Optiblack and selected Optiblack as the partner for setting up their analytics tech stack.
Our entire focus of product team is to increase NPS scores, we want to build a customer centric product that helps us drive the product forward and build for the next decade
-Ankita Saxena, CPO, Maxxton
Solution
Optiblack started working with Maxxton to understand how the analytics will be used by everyone in the team. Optiblack conducted the 90 min objective workshop with the product and tech stakeholders to understand what answers they are looking for.
Maxxton is a complex application with 10+ modules and enterprise level SaaS
Optiblack worked with product team to understand all the layers of the product. Optiblack, through multiple sessions with product team prepared the entire product functionality for all the modules
The critical element to solve for such a complex application is to understand the interlinking of the modules and Optiblack took extra special care while working with Maxxton for the same
Optiblack prepared a detailed tracking plan to track all the events that happening to understand product usage and answer to various questions that different departments have.
Maxxton is run by accounts and chains of hotels, hence all analytics were given the option to group by the customer account providing with all the benefits of the account level analytics from Mixpanel
Optiblack first laid the foundation with the tracking plan for all the events.
Optiblack introduced detailed events for all the modules amounting to 200+ events, 600+ data points
Once the tracking plan was made available, the team started working on developing the implementation plan, we found that implementation for such a large system cannot be done in one go, hence we prepared a priority plan and worked with stakeholders to understand how we can implement them in tranches
Based on business requirements events were setup and team was trained on how to implement the events, rigorous sessions with tech team were conducted to make them understand how Mixpanel works and to implement these systems
The system being complex, it took us more time but Optiblack extended the support to implement the system for the product team.
Once the tech stack was setup it became easier for everyone in the team to have their own dashboards. Optiblack worked with the Maxxton team to find the appropriate metrics and solved the challenges that team faced.
Optiblack also worked with the team to get them ready for their QBRs
There was innovation in using these tools to give context for errors and NPS
Every NPS recorded by third party application was sent to the records with user details, which was then merged with analytics database to track the NPS by users, this helped them create cohorts of users at different NPS scores
With the analytics tech stack in place, Maxxton team was now able to conduct QBRs with the one source of truth, they were able to overcome the lack of analytics in Google Analytics and were able to understand the customer journey better. Optiblack team worked on the detailed implementation on for every module and empowered the product team with data driven decision making.
Optiblack team really helped us with setting up the analytics for Maxxton, they were instrumental in guiding us at every step on implementation and solving our challenges, now everyone in the product team is equipped with the detailed metrics on their KPIs
-Ankita Saxena, CPO, Maxxton
Impact
Maxxton is leveraging data to drive brands in hospitality industry to manage 20K+ reservations every month and managing the