How Mixpanel helped Integromat identify the most-engaged and the most valuable customers?

  • 15 January 2021
  • 2 replies
  • 78 views

Userlevel 2
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  1. 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?
    At Integromat, Mixpanel was used primarily by the growth team but the reports were also consumed by marketing, partnerships, as well as the executive teams. We mainly used Insights and Funnels and created several dashboards comprising these reports. The main KPIs was to measure user activation and conversion.
  2. What challenges are you trying to solve using Mixpanel? What goals are you trying to achieve?
    Mixpanel was implemented to identify the most-engaged and valuable users and figure out which features are most-used by such users. An additional objective was to identify points of friction in the onboarding process. 

  3. Has any discovery you made on Mixpanel surprised you in any way? Why?
    Most definitely! One the most interesting and useful insights was that Integromat’s most-engaged users were not the most-valuable users. In other words, the accounts that contributed the most to the revenue were not the most active/engaged accounts. This helped Integromat prioritize the cohorts that drove the maximum revenue and double down on those cohorts of users. 

    Additionally, I’d like to mention that Mixpanel made it a breeze to get quick answers to questions about user behaviour, completely alleviating the need to wait for days or weeks for manual reports to be created. It enabled the teams to move faster and contributed significantly in the democratization of data at Integromat. 


2 replies

Userlevel 5
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@arpitc — Thanks for sharing!

 

I especially love this quote:

The accounts that contributed the most to the revenue were not the most active/engaged accounts. This helped Integromat prioritize the cohorts that drove the maximum revenue and double down on those cohorts of users. 


What a neat finding and a way to home in on how to maximize impact! 

Userlevel 2
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You’re welcome Cherise! Looking forward to more such success stories! 

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