In a few sentences, can you describe how your company and/or teams use Mixpanel? Which teams/roles use Mixpanel? What features do you use most? What are the main KPIs your team tracks?
Our platform provides cashback to users on any items they purchase on partner websites. We have a very rich catalog of brands for users to avail deals on, so our north star metric is the number of purchases made on partner websites. Apart from that we also monitor GMV, WAU, and conversion rates of our main funnel.
Other than these business metrics, each team has its own target metrics as well. So for example, the sales team's focus is to understand what users are looking for on our platform and onboard brands based on that. Similarly, we have marketing, ACM, product, and growth teams. I work with almost all of them to ensure data availability but the majority of my efforts are aligned with the product and growth team. So yeah Mixpanel is part and parcel of entire business processes and decisions.
Our Mixpanel usage can be divided into two parts.
The first is to provide data access to stakeholders and other team members. For this, we mainly use insights and funnel reports, and dashboards. Our marketing team also heavily use Mixpanel cohorts to personalize their campaign activities.
Second is we use Mixpanel's raw data for advanced analytics and machine learning. Mixpanel makes it so much easier to get the raw data out of it. Cloud and CSV export and JQL are our way to go to get us the data we need to apply any custom data analysis technique we want.
Product team also makes use of flow reports to understand how users uses the App.
What challenges are you trying to solve using Mixpanel? What goals are you trying to achieve?
We have an iOS and Android mobile app, a website, an influencer network, and a browser extension. And since all the transaction happens on a third-party website we have to send those back to Mixpanel via our backend servers. So, our biggest challenge is to ensure that we capture our users' activities from all the different platforms we have while keeping the user profile intact.
Mixpanel helps us do that very easily. And with the new updates to the user identification process, the merged identity, has also helped us overcome the orphaned users problem that we had to face before. Now we have a more clear picture on what our users' preferences are and how to best facilitate them.
Has any discovery you made on Mixpanel surprised you in any way? Why?
Users can also rate brands on our platform. We had an impression that users first avail deals on the brand and then rate based on the experience they had. One of the key insights we found, with the flow report, that many of our users first view already given ratings and then they decide to purchase. So brands with good ratings and reviews had high conversion rates and Mixpanel's A/B testing functionality helped us verify that indeed reviews have an impact on users to purchase. This made the product team toss some UI changes making reviews more visible.