The Challenge
Amala Earth, a fast-growing e-commerce platform, faced persistent challenges in their analytics, order processing, and marketing attribution. Their key pain points included:
- Fragmented Data Tracking: Inconsistent event naming, redundant events, and conflicting analytics across web and app platforms led to unreliable reporting and unclear customer insights.
- Attribution Gaps: UTM parameters and user identification were not standardized, making it difficult to measure marketing ROI or optimize campaign spend.
- Order & Product Management Issues: Discrepancies in order tracking, product categorization, and failure to capture key events (like order success or abandoned carts) hampered operational efficiency.
- Integration Hurdles: Multiple analytics tools (Mixpanel, GA4, custom solutions) and marketing APIs lacked proper integration, causing data silos and manual intervention.
- User Experience Roadblocks: UI/UX inconsistencies and lack of actionable dashboards limited the ability of business teams to make data-driven decisions.
Optiblack’s Solution
Optiblack partnered closely with Amala Earth’s leadership and technical teams to deliver a comprehensive, business-first transformation:
- Unified Analytics Framework: Standardized event naming conventions, implemented super properties, and established a core set of eight key events for both web and app. This enabled consistent, reliable tracking across all platforms.
- Robust Attribution Model: Overhauled UTM parameter structure to support last-touch attribution and cross-device tracking, providing clarity on campaign performance and user journeys.
- Seamless Tool Integration: Integrated Mixpanel, GA4, and marketing APIs (Facebook, Google Ads) with custom code and server-side tracking, ensuring end-to-end visibility from ad click to order completion.
- Enhanced Order & Product Tracking: Refined order and product data structures, resolved quantity discrepancies, and introduced event-based tracking for order failures, cancellations, and successful payments.
- Business-Focused Dashboards: Designed and delivered custom dashboards, cohort analysis, and real-time reporting, empowering business, marketing, and operations teams with actionable insights.
- Process Optimization: Streamlined deployment, QA, and testing workflows, and provided ongoing technical support to ensure continuous improvement.
The Impact
Optiblack’s interventions delivered measurable, business-driven benefits for Amala Earth:
- Data-Driven Growth: Reliable, granular analytics enabled smarter marketing investments, improved conversion rates, and targeted retention strategies.
- Operational Efficiency: Automated event capture and standardized processes reduced manual errors, improved order accuracy, and accelerated issue resolution.
- Campaign ROI Clarity: Unified attribution unlocked clear insights into channel performance, driving better allocation of marketing spend.
- Scalable Infrastructure: The integrated system now supports rapid product launches, new marketing initiatives, and future expansion with minimal friction.
- Empowered Teams: Business users gained self-service access to dashboards and reports, reducing dependency on technical teams and speeding up decision-making.
Result:
Amala Earth now operates with the confidence of a data-first organization, turning analytics from a pain point into a strategic asset—thanks to Optiblack’s partnership and expertise.