Transforming Analytics & Product Strategy for Consensium

Overview

Consensium, an emerging Q&A platform focused on AI topics, partnered with Optiblack to overhaul its analytics infrastructure and inform critical product pivots. Facing challenges in user engagement tracking and data-driven decision-making, Consensium sought Optiblack’s expertise to unlock actionable insights and drive business growth.

Challenges

• Limited Analytics Visibility: Consensium initially lacked reliable data on user behavior, campaign performance, and product engagement, making it difficult to validate product-market fit or optimize growth efforts.
• Tracking Inaccuracies: Early analytics implementations suffered from inaccuracies, particularly with front-end tracking affected by ad blockers, leading to unreliable metrics and blind spots in the user journey.
• Unclear Event Taxonomy: The team struggled with unclear event names and triggers within their analytics tools, hindering the creation of meaningful funnels and custom reports.
• Product Engagement Issues: Despite launching new features and campaigns, Consensium faced low-quality user-generated content and insufficient engagement beyond initial sign-ups.
• Rapid Product Evolution: The platform’s strategy was evolving quickly in response to AI advancements, requiring a flexible, scalable analytics foundation.

Solution

Optiblack delivered a comprehensive solution through a phased engagement:

• Analytics Accelerator Program: Optiblack implemented a “Data Accelerator” program, providing a structured approach to fully deploy Mixpanel tracking across Consensium’s platform.
  • Conducted workshops to align on key metrics, business goals, and tracking needs.
  • Developed a detailed tracking plan covering onboarding, engagement, and key product events.
  • Provided development support for both front-end and back-end event tracking, ensuring data reliability.
  • Delivered custom tutorial videos and documentation to empower the Consensium team to use analytics tools independently.
• Enhanced Funnel & Engagement Tracking:
  • Set up acquisition funnels segmented by landing page and onboarding flow.
  • Integrated UTM parameters for granular campaign tracking (e.g., Reddit, LinkedIn).
  • Added custom events (such as questions with 3+ answers) to monitor community health.
  • Improved post-signup engagement tracking for returning users.
• Strategic Insights & Product Guidance:
  • Leveraged analytics to identify product shortcomings, such as poor answer quality and low engagement stickiness.
  • Informed a strategic pivot to AI-generated content with human curation and new user roles.
  • Supported the integration of ad spend tracking to optimize marketing ROI.

Impact

• Data-Driven Decision Making: Consensium gained clear visibility into user behavior, campaign effectiveness, and product engagement, enabling informed strategic pivots and feature prioritization.
• Improved Product Focus: Analytics insights highlighted key issues (e.g., low-quality content, engagement drop-off), directly shaping the shift toward AI-driven content and enhanced moderation.
• Optimized Marketing Spend: Integration of ad spend tracking and UTM-based funnel analysis allowed for precise measurement and optimization of paid campaigns.
• Operational Independence: Custom training and documentation empowered Consensium’s team to independently manage and evolve their analytics setup.
• Scalable Analytics Infrastructure: The flexible, reliable tracking foundation supports ongoing product evolution and positions Consensium for future growth.

Conclusion

Optiblack’s partnership enabled Consensium to transform its approach to analytics and product strategy. By addressing foundational data challenges and providing actionable insights, Optiblack played a pivotal role in guiding Consensium through a critical phase of growth and innovation.