Ahsan Ali, Analytics Expert, Intigral
Mixpanel’s messaging features are really exciting. We can see when people are using features or watching live matches in the app, and then send them messages with updates catered to which team interests them. This sort of thing was very difficult before. The ability to engage a highly-targeted userbase in real time has been a game changer.
Intigral is a leading provider of video streaming products and billing services for telecommunications companies in the MENA region. The company provides digital entertainment and sports solutions for telecommunications companies such as STC, Via Bahrain, Viva Kuwait, and Awasr Oman, allowing them to open new revenue opportunities and create rich consumer engagement channels.
When Intigral launched, there was no way to get a cross-platform view of its customers, therefore the company primarily used Google Analytics to track its users on web, Flurry for mobile usage, and a third-party notifications tool to send messages. This limited its potential to engage viewers because it made it impossible to not only to get real-time insights on users, but also send messages that could be read in real time. Intigral could only reach viewers via emails, which wasn’t ideal since its viewers weren’t opening their emails right away, if at all. Consequently, Intigral was left with a 3% open rate and no impact on engagement or retention following messaging.
To help its customers get the most value out of their partnership, Intigral wanted to learn how to better engage its customers’ subscribers who use its video streaming solutions. The company thought that if it could send messages to viewers alerting them to an upcoming show or videos of interest, it could increase retention.
“Because we were streaming real-time matches, we needed real-time insights and visibility of our customers,” said Ahsan Ali, Analytics Expert at Intigral. The team began its search for a new messaging and analytics provider, and from the companies included in an evaluation, found that Mixpanel could fulfill all the roles formerly performed by Google Analytics, Flurry, and their notifications tool. As a result of minimizing the tools needed to engage users, Intigral was able to collect all data and insights on customers in one, central hub. On top of that, Intigral’s able to get the real-time insights and messaging they needed to achieve their goal of user retention.
One of the first things Ahsan and his team did after implementing Mixpanel was to dig into why viewers weren’t engaging with their messaging through their third-party notifications tool. They hypothesized that because the messages were not being read in real-time, the messages were mostly irrelevant by the time they were read. They determined that by sending real-time messages, they could grow their readership and viewership.
This hypothesis turned out to be right, and Intigral made a huge impact by switching to Mixpanel’s messaging features. Mixpanel not only provided real-time analytics, but the ability to send push notifications right away, Intigral was able to share push notifications saying “this match is starting in 30 minutes,” which increased the average open rate of from 3% to 19%.
Ahsan Ali, Analytics Expert, Intigral
On top of the power of real-time messaging, Mixpanel gave us the ability to target specific users groups based on activity patterns, behavioral data, and more. This helped us increase open rates by 16% and allowed us to retain between 10–14% of targeted inactive users per message.
Looking ahead, Intigral is excited to continue using Mixpanel to optimize its product, Jawwy TV. “When we launched Jawwy TV with Mixpanel, we went crazy and tracked everything we could,” said Ahsan. Since they are past the launch phase and have built up a venerable amount of content usage data, they’re focused on mining it for insights to build better customer experiences based on the findings.