How Migros One accelerated growth campaigns with Mixpanel & Omtera

Migros is one of Turkey’s largest and most trusted retail companies, serving millions of households daily through its vast network of hypermarkets, supermarkets, and convenience stores. Since its establishment in 1954, Migros has grown into a household name synonymous with accessibility, quality, and innovation. Beyond being a retail leader, Migros has positioned itself at the forefront of digital transformation in retail, integrating technology and analytics into nearly every facet of its operations.

With nine different verticals under its umbrella, including grocery, e-commerce, and loyalty programs, Migros One operates in one of the most data-intensive industries imaginable. Every interaction generates valuable behavioral signals: how customers shop, how they respond to campaigns, and what drives them to engage repeatedly.

However, with every vertical competing for the same limited customer attention span, generalized push, email, and in-app campaigns were overwhelming users and delivering poor experiences. Migros One realized that to achieve its growth ambitions, it needed real-time, trusted analytics combined with precise micro-segmentation to reach the right user, at the right time, with the right message.

As Migros One expanded across diverse verticals and millions of customers, the complexity of managing growth campaigns increased dramatically. The company faced several obstacles that slowed down their path to sustainable growth:

• Campaign overload: Too many generalized push, email, and in-app campaigns created noise and diluted impact.
• Slow idea-to-execution cycle: Moving a new growth idea from concept to live campaign took up to 4 days.
• Limited segmentation: Without precise micro-segments, campaigns couldn’t fully optimize customer attention and engagement.
• Bottlenecks in execution: Growth teams depended on technical resources (SQL queries, manual reporting), delaying decisions.

Ultimately, these challenges meant that Migros One’s main growth goal, scaling campaigns and measuring results in real time, was not as easy as Mixpanel. They needed an analytics tool that could transform fragmented, slow, and reactive workflows into a seamless and proactive growth engine.

To address these challenges, Migros One partnered with Omtera, Mixpanel’s Award-winning Solution Partner, to implement Mixpanel across growth and analytics workflows. Together, they focused on creating a process that delivered speed, accuracy, and empowerment across the organization. Mixpanel became the core product analytics platform for Migros One’s growth and engagement teams.

Eliminating Bottlenecks in Accessing Data

Instead of relying on SQL for every reporting, Migros One’s teams began using Mixpanel’s Cohorts and no-code reports. This empowered them to create micro-segments without technical help, leading to a 148% increase in growth marketers building self-serve segments.

“With Mixpanel, we can finally move from guessing to knowing. Cohorts and integrations gave us the speed we needed. Our teams can now test and learn in real time.”

Mine Tanyel, Head of Marketing & Growth at Migros One

Faster Customer Response and Campaign Optimization

Operating across nine different verticals meant Migros One had a broad and diverse customer base. With Mixpanel, they could segment audiences quickly, analyze real behaviors, and measure how each segment responded to campaigns. This cut idea-to-execution time from 4 days to just 2 hours and delivered a 32% uplift in targeted campaign performance.

Additionally, by integrating Mixpanel with Facebook Ads and Google Ads, Migros One unified their performance marketing with behavioral analytics. For the first time, they had an end-to-end view of how paid campaigns translated into user engagement, loyalty, and long-term value.

“Mixpanel helped us move from assumptions to real insights; cutting campaign setup time from days to hours and boosting our targeting performance.” 

Alperen Alan, SEO & Analytics Expert at Migros One 

Enabling a Data-Driven Culture Through Omtera

Omtera, Mixpanel’s Leading Solution Partner, played a pivotal role in ensuring the success of Mixpanel at Migros One. The onboarding process included training sessions, design calls, and workshops tailored to Migros One’s growth objectives. These initiatives equipped teams not only with technical know-how but also with a strategic framework to ask the right questions of their data.

“Our goal was to empower Migros One with a reliable analytics foundation. By setting up the right tracking strategy and training their teams, we ensured they could get value from Mixpanel on day one.”

Emre Süren, Customer Success Manager, Omtera

By the end of the onboarding phase, marketers and analysts alike were empowered to make decisions independently. Instead of bottlenecks, Migros One now had an organization-wide culture of speed, trust, and accountability in all fields of analytics.

The adoption of Mixpanel, guided by Omtera, has reshaped how Migros One approaches growth:

• Idea-to-execution speed improved from 4 days to 2 hours. → Growth teams can now take a campaign from concept to launch in the same day.
• 32% uplift in micro-segmentation campaign performance. → Targeted journeys perform significantly better than broad, generalized campaigns.
• 148% increase in growth marketers creating self-serve segments. → Far more team members now build and launch segments without technical support.
• Cultural shift to independent, real-time decision-making. → The growth team acts faster and more confidently with instant insights.

What was the primary goal for using Mixpanel?

Our main goal was to track and optimize growth campaigns with speed and confidence. We wanted to move from repetitive report building and slow SQL queries to an agile workflow where insights are immediate, accurate, and actionable.

Who uses Mixpanel at Migros One?

Initially, Mixpanel was primarily used by the growth team. Now, Mixpanel is used across multiple departments, including marketing, analytics, and digital operations. Marketing uses it to measure the real impact of campaigns across verticals and takes advantage of segmented data Mixpanel provides.

How has Mixpanel changed the way your team works?

Mixpanel has significantly decreased dependency on manual SQL analysis and given us a trusted analytics platform. This means campaigns no longer stall because of data delays. Our teams now move faster from idea to execution and can directly connect actions to results.

Can you give an example of a growth decision influenced by an insight from Mixpanel?

Yes. When tracking responses across verticals, we noticed that customer engagement dropped significantly after the initial onboarding phase. Using Cohorts, we quickly segmented these users, ran targeted campaigns, and improved the engagement rate within days. Without Mixpanel, this process would have taken weeks of manual queries.

What is your favorite Mixpanel feature?

The Cohorts and Ads integrations are game-changers for us. With Cohorts, we can segment users instantly without writing SQL. With Ads integrations, we can directly connect ad spend to engagement and retention, which allows us to optimize campaigns on the fly.

How has the partnership with Omtera helped you maximize the value of Mixpanel?

Omtera provided much more than onboarding. Through training, design calls, and workshops, they helped us establish a strong foundation and ask the right questions. Their expertise accelerated our ability to use Mixpanel effectively, making the platform an integral part of our growth process from day one.