A decade with product analytics: How Vivino’s data culture and processes have aged like fine wine

Vivino's adoption of Mixpanel has transformed its approach to quantitative and qualitative analytics, enabling a more nuanced understanding of user behavior. Initially limited to basic A/B testing and constrained analysis, Mixpanel's event tracking has allowed Vivino to explore user journeys from multiple angles and consider downstream effects of user behavior on different aspects of their product. The platform also fosters better internal communication by facilitating the sharing of metrics and results, which helps in aligning company objectives. Furthermore, it has encouraged engineers to engage more deeply with the data, improving event tracking strategies. Mixpanel's ability to detect anomalies, such as issues in the purchase funnel, is critical for addressing business-impacting problems swiftly. By integrating Mixpanel with their Redshift data warehouse, Vivino has enriched its analysis with business data, offering a comprehensive view of user lifetime value, marking a significant advancement from their previous analytics capabilities.