How Vodafone Oman Increased Engagement by 264% with Mixpanel

Vodafone Oman has rapidly emerged as one of the region’s most innovative telecom operators, driving Oman’s digital transformation with a 100% cloud-based 5G network. Through its fully digital My Vodafone App, the company is redefining how users manage their plans, top-ups, and add-ons, all through a seamless self service experience.

Before implementing Mixpanel, Vodafone Oman’s teams relied heavily on static reports and BI requests, which slowed down their ability to respond to user behaviour trends:

• Slow reporting cycles: Insights arrived days after campaigns or product changes went live.
• Disconnected data: Marketing and product teams could not easily connect campaign activity with in-app behaviours.
• Limited visibility: User drop-offs during onboarding, top-ups, or add-ons purchases weren’t fully understood.

The team needed a faster, more dynamic way to connect customer journeys with real-time insights.

As Digital Experience Manager, Hamad Al Zadjali leads the growth of the My Vodafone app as the primary customer channel, focusing on user journeys, increasing digital adoption, and accelerating digital sales and retention.

Vodafone Oman chose Mixpanel for its precision and simplicity, offering the clearest form of event-based analytics.

With Mixpanel, the team could:

• Track every meaningful event across the app and website.
• Build funnels, retention cohorts, and reports instantly.
• Empower both marketing and product teams to make real-time, data-backed decisions.

Vodafone Oman partnered with HEMOdata to guide onboarding, setup, and implementation,  ensuring Mixpanel was seamlessly integrated into their digital ecosystem. 

HEMOdata supported by: 

• Setting up key events and funnels aligned to business KPIs. 
• Ensuring accurate data layer integration across digital channels.
• Training cross-functional teams and embedding best practices for sustained analytics maturity.

Since adopting Mixpanel, Vodafone Oman has unlocked a new level of visibility into user journeys and decision-making speed. Product and Marketing teams now collaborate seamlessly to experiment, measure adoption, and optimize campaigns in real time.

+18% increase in onboarding funnel conversion after resolving a key drop-off step

Key improvements implemented:

• Introduced a new Guest Mode, allowing users to explore Vodafone products and services before starting the onboarding journey.
• Enhanced the KYC process by adopting a seamless passive liveness check for faster verification.
• Implemented a dynamic onboarding flow that intelligently skips unnecessary steps based on the customer’s initial selection.

+84% improvement in digital top-up funnel conversion

Enhancements made:

• Simplified the top-up journey from four steps to just two.
• Added a “Previously Used Card” feature for faster repeat top-ups.
• Simplified the Family & Friends top-up experience, resulting in a 32% increase in top-up volume.

+264% increase in overall digital engagement rate

Engagement-driven actions:

• The percentage of returning customers doubled, reflecting improved loyalty.
• In-app promotion interactions surged from 1.5M to 25M views, translating to a 35% increase in digital sales.
• Introduced Feedback and Rating features, collecting over 45K responses in the first month.
• Launched a “What’s New” pop-up in the app to introduce new features and services, leading to a 150% increase in visits to those sections.

“Mixpanel empowers our teams to act on data instantly, making every decision more informed and impactful”, says Hamad.
With Mixpanel’s real-time insights and HEMOdata’s expert implementation, Vodafone Oman transformed its digital analytics from reactive to proactive, enabling faster decisions, tighter collaboration, and measurable impact on customer experience.