Transforming Quant’s Analytics with Optiblack

Background & Challenges

Quant, a fast-growing digital platform, faced significant hurdles in understanding and optimizing user engagement, retention, and conversion. Despite having a robust user base across web and mobile, Quant’s leadership struggled with:

• Fragmented analytics across platforms, leading to unclear user journeys.
• Inaccurate or ambiguous metrics (e.g., “users” not clearly defined, duplicate events).
• Low new user acquisition and retention rates, with only 15% of users retained week-over-week.
• Poor visibility into critical product funnels (sign-up, onboarding, property purchase).
• Data discrepancies between Google Analytics and Mixpanel, impeding unified decision-making.
• Inefficient event tracking and identity management, especially for guest users across platforms.

Optiblack’s Solution

Optiblack was engaged to overhaul Quant’s analytics infrastructure and empower data-driven growth. The approach included:

1. Unified Analytics Implementation
   • Migrated and harmonized dashboards from Google Analytics to Mixpanel for a single source of truth.
   • Defined and standardized key metrics and user cohorts (new, active, power, dormant, guest).
   • Implemented granular segmentation by platform, user type, and event properties.
2. End-to-End Funnel Visibility
   • Built detailed funnels for major user journeys: guest-to-signup, onboarding, offer creation, and property purchase.
   • Addressed drop-off points and conversion bottlenecks, such as onboarding completion and payment failures.
3. Robust Event Tracking & Data Quality
   • Audited and cleaned up event taxonomy, merging duplicates and clarifying event definitions.
   • Added necessary properties (e.g., “tab” for marketplace vs main app) for actionable insights.
   • Ensured all critical events were tracked reliably across platforms.
4. Identity Management Overhaul
   • Eliminated custom guest tokens, leveraging Mixpanel’s device ID and simplified ID merge for seamless user tracking.
   • Synchronized user identification across web and mobile, enabling accurate cross-platform analytics.
5. Capacity Building & Knowledge Transfer
   • Trained Quant’s team on Mixpanel best practices, dashboard creation, and ongoing analytics management.
   • Delivered clear documentation and handover for future feature tracking.

Impact & Business Benefits

• Clarity & Trust in Data: Quant leadership gained a unified, reliable analytics framework, ending confusion over metrics and enabling confident decision-making.
• Actionable Insights: The new dashboards surfaced precise drop-off points and engagement gaps, directly informing product and marketing strategies.
• Improved Retention & Conversion: By identifying and addressing friction in onboarding and purchase funnels, Quant could focus resources on the highest-impact improvements.
• Faster Iteration: With standardized metrics and robust funnels, the product team could rapidly test and measure new features or campaigns.
• Scalable Analytics Foundation: The solution set up Quant for long-term growth, with the ability to add new events and journeys as the platform evolves.

Conclusion

Optiblack’s partnership with Quant transformed analytics from a pain point into a competitive advantage. By delivering clarity, actionable intelligence, and scalable processes, Optiblack empowered Quant to drive user growth, retention, and business impact.