Agency · product and AI

Mercury Labs

Analytics frameworks for someone else's clients, embedded in 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

Configure, map, deploy — repeatedly

Amplitude, Mixpanel, Google Analytics and Looker Studio, depending on the client. In most engagements I mapped events and properties across the entire user flow rather than instrumenting a handful of screens.

App and web-app, not just web

Mobile flows break the assumptions web analytics makes. Getting both onto one schema is most of the work and almost none of the credit.

Embedded with their developers and their clients

I worked as part of their team, which meant the analytics arrived with the product rather than three months after it.

A note on attribution

One engagement here involved a Series C fintech that went on to raise a substantial round. The analytics supported the reporting; it did not raise the money, and I have not claimed 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 delivered alongside a build is worth several times the same analytics retrofitted afterwards. The event schema is cheapest to agree while the product is still being argued about.

Something similar, at your company?

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

Book a discovery call Send a message instead