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:
- 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.
- 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.
- 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.
- 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.
- 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.