Agency · product and AI

Mercury Labs

Analytics setups for their clients, working as part of their delivery team.

The company

A London product team working across data science, machine learning, product engineering and MVPs — building for clients who then need to understand what they built.

The brief

Deploy analytics frameworks and dashboards across a varied client base.
Cover both app and web-app analytics, working inside their delivery process.

Worked in

AmplitudeMixpanelGA4Looker Studio

What I did

Set up, map, launch, repeat

Amplitude, Mixpanel, Google Analytics and Looker Studio, depending on the client. For most projects I mapped events across the whole user journey, not just a few screens.

Apps as well as websites

Mobile apps break many of the assumptions web analytics makes. Getting both onto one tracking plan is most of the work, and gets almost none of the credit.

Part of their team

I worked alongside their developers and their clients, which meant the analytics arrived together with the product, not three months after it.

A note on attribution

One of these projects was for a Series C fintech that later raised a large round. The analytics supported their reporting, but it did not raise the money, so I do not claim a number for it.

What came of it

Results.

Tailored app and web-app analytics frameworks, deployed across a varied client base

Full visibility of the user journey through advanced reporting, handed to each client with their build

Figures belong to this engagement and this client. Nothing here is an average or a benchmark, and no number appears without the work behind it described above.

“Giovanni has given us and our clients great value from day one. He has worked closely with our development team and our clients and introduced a great analytics process to the mix. Our clients have been extremely happy with the setups and the advanced dashboards he has built for them.”

Archie Norman · CEO & Founder, Mercury Labs

What I took from it

Analytics built alongside the product is worth several times more than the same analytics added afterwards. The best time to agree the tracking plan is while the product is still being designed.

Something similar, at your company?

If I am not the right fit, I will say so on the call and tell you who is.

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