How Getir increased analytics tool adoption by 220% with Mixpanel
Company
Launched in 2015, Getir has redefined convenience across multiple service areas, from ultra-fast grocery delivery to food delivery, e-commerce, car rental, and even a ride-hailing service. With a mission to meet customers’ daily needs across diverse touchpoints, Getir has grown rapidly, offering a wide array of services that cater to millions of customers. By leveraging its tech-driven approach, Getir aims to enhance convenience and customer satisfaction across all verticals.
Challenge
Before adopting Mixpanel, Getir encountered several challenges in optimizing the customer journey within their app:
Limited Visibility into Customer Behavior: Existing analytics tools did not allow Getir to clearly see detailed in-app actions or pinpoint where customers were dropping off, leaving critical blind spots in understanding user experience and behavior.
Need for Real-Time Insights: As speed is one of Getir’s core values, quickly identifying and addressing customer experience issues is essential. However, without real-time visibility, Getir struggled to act swiftly on data insights, which could impact customer satisfaction and retention.
Complexity for Non-Technical Teams: With teams from both technical and non-technical backgrounds involved in decision-making, Getir needed an analytics solution that was accessible and easy for everyone to use. The lack of an intuitive interface slowed down cross-team collaboration, creating delays in response time and limiting the overall actionability of data insights.
Solution
To address these challenges, Getir partnered with Omtera to use Mixpanel, bringing about transformative improvements across the board:
Real-Time Customer Journey Insights: Mixpanel’s real-time tracking provided Getir with instant visibility into customer actions, allowing them to monitor and analyze the customer journey as it happened. This enabled Getir to quickly identify drop-off points and make immediate, data-driven adjustments, significantly enhancing customer retention and satisfaction.
Agility and Speed in Testing: Mixpanel’s flexible interface allowed Getir to rapidly test and analyze multiple scenarios, facilitating quick insights on what was working and what needed adjustment. This empowered the team to iterate faster, ensuring they met their commitment to speed while optimizing the app experience.
Ease of Use for All Teams: With Mixpanel’s intuitive design, both technical and non-technical team members could easily access and understand data insights, breaking down silos and promoting a company-wide analytics culture. Omtera provided hands-on guidance to ensure all departments could independently leverage Mixpanel, making data-driven decisions a part of Getir’s daily operations.
Through Omtera’s support and Mixpanel’s capabilities, Getir transformed its approach to analytics, enabling rapid response to customer needs and seamless collaboration across teams.
Result
- 83% reduction in Request-to-Report Duration
- 220% increase in Analytics Tool Adoption
- Increased Data Team Efficiency
With Mixpanel, we can seamlessly explore multiple scenarios and quickly answer incoming questions using its drag-and-drop capabilities. As a data team, one of its most valuable features for us is its ability to facilitate efficient A/B testing. It enables us to monitor event health post-release, quickly identify anomalies, and validate feature performance with real-time insights.Tuğçe Soydan Data Analytics Manager at Getir
How they did it
What are your core KPIs and how do you analyze them?
Our core KPIs revolve around customer satisfaction, operational efficiency, and retention. Specifically, we focus on:
Customer Retention Rate: We track this to ensure we’re consistently delivering value, analyzing churn patterns and identifying trends to improve retention through personalized experiences.
Delivery Time: Speed is a fundamental part of our value proposition, so we monitor the average delivery time per order. This is broken down by regions and times of day to optimize logistics and allocate resources efficiently.
Order Frequency and Basket Size: Understanding how often customers order and the average size of each order allows us to gauge engagement and test the impact of promotions, cross-selling, and up-selling strategies.
Customer Acquisition Cost (CAC) and Lifetime Value (LTV): These metrics help us balance our growth strategies and measure the ROI of our marketing and retention efforts.
We analyze these KPIs using real-time data tools, such as Mixpanel, to track user journeys, identify drop-off points, and segment customers based on behavior.
How does Omtera help you?
Omtera helps us leverage Mixpanel to its fullest potential, integrating it seamlessly with other tools in our tech stack. Their support goes beyond just technical assistance—they provide ongoing guidance on analytics health, advising us on the metrics and patterns that matter most to our business. Omtera’s expertise and focus on understanding user behavior make them a truly valuable partner in helping us uncover meaningful insights and optimize our strategies based on real user patterns.
The Omtera team did an excellent job integrating Braze and Mixpanel, ensuring their optimal use together. Their expertise in cross-domain verticals and their experience with both Braze and Mixpanel allowed us to utilize both platforms to their fullest potential.Mutlu Erman Growth Director at Getir
Together with Mixpanel, we’ve built a robust analytics ecosystem that empowers Getir to understand and respond to user behaviors in real-time. Our goal has always been to go beyond technical support and become a strategic partner, helping Getir harness data to enhance customer experience and drive growth. We’re proud to support them in setting new standards for speed, insight, and innovation in the industry.Murat Yılmaz CEO at Omtera
