KPIs to drive your mobile marketing strategy

Mixpanel's new series, "Metrics that Matter," highlights how professionals like Olabiyi “Ola” Dipeolu, Data and Insights Manager at SPC Card, leverage data to drive business success and innovation. SPC Card, a student loyalty program in Canada, provides over 450 student discounts through both physical and digital membership options. Ola discusses his role in streamlining data collection to focus on key performance indicators (KPIs) that align with company goals, emphasizing the importance of metrics such as app downloads, card purchases, and user engagement for strategic planning. By using Mixpanel, SPC Card can track user behavior in real-time, allowing for more targeted marketing strategies and improved decision-making. The company's approach to data analysis has evolved to include more granular insights, differentiating it from competitors by focusing on actionable metrics. This data-driven strategy helps SPC Card to cater to its Gen Z audience effectively while also considering the influence of their parents, who often fund the membership purchases.