Organization: 55688 Group

Challenge: Enabling faster access to clean data and actionable insights to inform product strategy

Solution: Mixpanel

Impact:

• Reporting time drops from 3-5 days to just a few minutes
• Efficient data analysis and streamlined workflow
• 13% increase in user retention rate in 6 months
• 20% increase in total bookings
• 10% increase in completed rides

55688 Group owns and operates the 55688 app, a lifestyle-focused app that offers ride hailing as well as various on-demand essential services like laundry and home cleaning services, along with mobile wallet payment features. With over 7.2 million users, 55688 APP aims to evolve into a super app. To achieve this, 55688 Group works with Mixpanel for access to robust real-time data, analytics, and insights that better inform product strategy.

• For 55688 Group’s Product and Experience Team, obtaining product and user insights was a prolonged and convoluted process.
• Each data request had to be submitted to the data engineering team.
• The data engineering team had to write separate queries each time to run on the back-end database.
• Extracting this data took weeks.
• This resulted in outdated insights, impacting the company’s decision-making and product strategy.
• The Product and Experience Team did not know which features to prioritize without real-time data and insights.
• They were unable to measure a released feature’s success and performance.
• Testing new features and reviewing results was hindered without a product analytics tool, as the teams did not get a full view of the customer journey.
• Testing against the larger total population was not possible.

55688 Group wanted to enhance the efficiency of its customer data tracking to get relevant insights faster. This would empower the company’s teams, enabling more informed decisions around product strategy and investments.

55688 Group chose Mixpanel to help streamline and enhance its data analytics capabilities. 55688 Group found Mixpanel’s self-serve reporting to be powerful and user-friendly, which reduced the learning curve for the company’s teams to collaborate with the data.

• Mixpanel facilitated ongoing and seamless server-side data import for 55688 Group through native integrations with Google Cloud’s first-party products, Big Query and Cloud Storage.
• Mixpanel was able to tailor an implementation plan for 55688 Group that aligned with existing workflows and systems, gaining insights into 55688 Group’s data architecture through its partnership with Google Cloud.
• Mixpanel’s integration into 55688 Group’s systems was also done with minimal disruption to workflow and without compromise on data quality.

As a result of Mixpanel’s effective implementation process, 55688 Group gained access to accurate and clean data, allowing its teams to quickly derive insights to better inform product strategy ahead of a major version relaunch.

A few major benefits of implementing Mixpanel’s solution for 55688 Group included:

• Faster reporting: Lead time for building of a user funnel report has been brought down from 3-5 days to just a few minutes.
• Efficient workflow: The Product and Experience Team now carry out analytics workflows on their own instead of relying on the data engineering team, reducing the latter’s workload.
• Increased bookings: The accuracy of driver to rider matching has improved, along with real-time ride completion analysis. This has resulted in a 20% increase in total bookings.
• Increased user retention rate: User retention rate to book a ride on the 55688 app increased by 13% in just six months.

Google Cloud and Mixpanel have a joint go-to-market partnership, with Mixpanel being listed on the Google Cloud Platform (GCP) Marketplace. This collaboration helps align Mixpanel’s products with customer needs. In particular, native integrations help customers import up-to-date data from BigQuery directly into Mixpanel without the need to write separate code. Mixpanel’s Data Pipelines add-on supports data being exported to BiqQuery on a set cadence. Once in BigQuery, the data can be further analyzed with the suite of tools offered by GCP.

Find out more about Mixpanel & Google Cloud's partnership here

Mixpanel revolutionizes how companies link product analytics to tangible business outcomes. By understanding the full revenue impact of product and marketing decisions, companies have the necessary information to optimize how they acquire and grow their customers. By providing complete, convenient, and correct data in an easy-to-use platform, Mixpanel frees teams to move faster, remove guesswork, and create alignment.