The Challenge
AssetPlus, a rapidly growing B2B2C wealth management platform for mutual fund distributors, faced several data and analytics hurdles as they scaled. Key challenges included:
- Fragmented Data & Inconsistent Tracking: Data was scattered across web and mobile platforms, with inconsistent event tracking, leading to unreliable user insights.
- Limited Bandwidth for Execution: The internal team lacked the capacity to set up, validate, and maintain comprehensive analytics workflows.
- Data Quality Concerns: Issues like missing or incorrect user properties (e.g., empty names, duplicate profiles) and delayed engineering fixes hampered accurate reporting.
- Manual & Siloed Reporting: Stakeholders struggled with slow, manual reporting processes, limiting timely, data-driven decisions.
- Underutilized Dashboards: Existing dashboards were not leveraged to their full potential, and key metrics for partner performance and user engagement were missing.
- Need for Continuous Improvement: As the product evolved, AssetPlus required ongoing analytics support, tool integration, and expertise to keep pace with business demands.
The Solution
Optiblack partnered with AssetPlus to deliver a holistic analytics transformation, focusing on both strategic guidance and hands-on execution:
- Mixpanel Implementation & Validation: Consolidated and validated Mixpanel tracking across all platforms, ensuring reliable data collection and event setup for new features.
- Data Quality & Governance: Addressed legacy issues by correcting identify calls, enforcing proper use of user properties, and planning a cleanup of duplicate profiles.
- Dashboard Creation & Automation: Designed and deployed actionable dashboards for product, marketing, and business development teams, automating reporting and enabling self-serve analytics.
- User Lifecycle & Cohort Analytics: Implemented full user journey tracking, from onboarding to conversion and engagement, supporting targeted campaigns and partner performance analysis.
- Tool Integration: Evaluated and recommended user engagement tools (e.g., MoEngage, Clevertap) that seamlessly integrate with Mixpanel for advanced campaigns.
- Dedicated Analytics Resource: Proposed and provided a dedicated analytics resource, ensuring continuous monitoring, quick turnaround on data requests, and sustained data quality.
- Secure Data Handling: Instituted robust security protocols, including anonymization and access controls, to safely manage sensitive user information.
- Ongoing Consulting & Support: Provided maintenance packages and on-demand expertise, enabling AssetPlus to adapt analytics as business needs evolved.
The Impact
Optiblack’s engagement delivered measurable business benefits for AssetPlus:
- Data-Driven Decision Making: Product and business teams gained confidence to prioritize features and campaigns using real-time, reliable data.
- Faster Insights, Faster Action: Automated dashboards and improved event tracking reduced dependency on engineers and manual processes, accelerating decision cycles.
- Enhanced User Engagement: Integrated cohort analysis and campaign tools enabled targeted user communications, driving higher adoption and retention.
- Improved Data Quality: Systematic fixes for tracking and user property issues resulted in cleaner, more actionable analytics.
- Operational Efficiency: Dedicated analytics support freed up internal bandwidth and ensured ongoing governance, allowing the core team to focus on growth.
- Strategic Flexibility: AssetPlus could quickly adapt analytics strategies, pilot new tools, and scale reporting as business needs changed.
Conclusion
Through a combination of technical expertise, strategic consulting, and hands-on support, Optiblack empowered AssetPlus to unlock the full potential of their product analytics. The partnership not only solved immediate data challenges but also established a scalable, future-ready analytics foundation—enabling AssetPlus to drive growth with confidence.