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Here’s the story of how Omtera supports eXtra for meeting Mixpanel and the journey of success.
Launched in 2003 by the United Electronics Company, eXtra has become a household name in the Middle East’s retail landscape. The brand has established itself as a go-to destination for electronics, appliances, and tech solutions, catering to the everyday needs of individuals and families alike.
With a physical presence in over 50 locations across Saudi Arabia, Bahrain, and Oman, and a robust e-commerce platform that reaches millions of users, eXtra blends convenience with variety.
From mobile devices and entertainment systems to home essentials and IT equipment, their catalog spans a wide spectrum of global brands. But eXtra is more than just a retailer; it’s a company deeply committed to innovation, customer satisfaction, and service excellence. Their offerings go beyond products, including value-added services like extended warranties and around-the-clock technical support.
Backed by a strong track record of growth and industry recognition, eXtra continues to raise the bar in omnichannel retail. The company is also highly engaged in community initiatives and technological advancement, positioning itself as a future-focused business dedicated to enhancing how people shop, live, and connect.
Our journey with eXtra began at a pivotal moment in their analytics evolution, one that unfolded in two main stages.
Initially, their digital measurement relied heavily on Google Analytics. While it provided general visibility, it lacked the flexibility and depth needed for sophisticated analysis. Teams often struggled to extract actionable insights, and challenges like inconsistent connectivity and questions around data integrity made it difficult to move quickly on strategic decisions.
Following the selection of Mixpanel, the challenge shifted. The goal was no longer just to improve analytics, it was to integrate Mixpanel effectively without losing the continuity of past data, and to build confidence in this new platform across all departments. Ensuring that the entire organization could understand, trust, and utilize Mixpanel was essential to realizing its full potential—not just as a reporting tool, but as a critical driver of informed, data-led decisions.
As Mixpanel’s trusted partner, we at Omtera approached eXtra’s analytics transformation with a clear objective: to unlock deeper product insights, ensure cross-team adoption, and build a sustainable data culture aligned with their ambitious growth goals.
Seamless Analytics Stack Integration
Recognizing eXtra’s existing ecosystem we designed a unified implementation strategy that allowed Mixpanel to work in harmony with their existing tools. This ensured continuity in historical tracking and empowered their teams to shift smoothly into a modern, more actionable analytics setup.
Structured Metric Definition & Data Governance
We began by co-defining KPIs across strategic, operational, and tactical levels. This alignment gave each team, from product and marketing to business leadership, a clear lens through which to evaluate performance. Our experts developed a customized data governance model that supported clean server-side tracking and long-term data health, forming a reliable foundation for decision-making.
Organization-Wide Enablement & Custom Training
Empowering the eXtra team was central to our success. We delivered role-specific training workshops focused on global product analytics standards and Mixpanel best practices. These sessions helped teams independently explore insights and engage meaningfully with product data. Our focus on practical learning ensured Mixpanel wasn’t just implemented, it became a core part of how eXtra operated.
Daily Technical Collaboration
From kick-off to rollout, we maintained close, daily collaboration with eXtra's internal teams. Whether it was troubleshooting an implementation detail or refining custom events, our hands-on support ensured agile progress, continuous alignment, and no knowledge gaps.
Advanced Dashboarding & Cross-Team Accessibility
To democratize data across departments, we developed Mixpanel dashboards tailored for both technical and non-technical users. These dashboards gave instant access to critical insights and elevated the analytics exposure by 4x, ensuring everyone from product managers to CX leads could take action based on real-time behavior signals.
Our collaboration with eXtra delivered measurable business impact and a meaningful shift in how decisions are made across the organization.
One of the most significant outcomes was a 47% improvement in checkout-to-order conversion rates. This wasn’t just a technical win, it was the result of refining the user journey with precise behavioral insights. By identifying friction points and continuously optimizing them, eXtra was able to convert more engaged users into paying customers at a significantly higher rate.
We also supported them in driving a 33% increase in unique purchasers, a clear indicator that the enhanced analytics stack was fueling smarter marketing, better user targeting, and more personalized experiences for first-time buyers. This surge in new customer activity directly supported eXtra’s growth goals and their mission to expand market share.
Equally transformative was the 4x increase in analytics accessibility for non-technical teams. By breaking down data silos and equipping product, marketing, and customer experience teams with intuitive dashboards and real-time insights, eXtra became a more agile and collaborative organization. Teams no longer needed to wait on analysts to surface answers, they were able to ask smarter questions and take immediate action, independently.
Together, these outcomes marked more than just operational gains. They represented a cultural transformation, one where data became a daily tool, not a quarterly report. With Mixpanel as the foundation and Omtera guiding the strategy, eXtra shifted toward a truly data-informed mindset, empowering every team to think critically, act faster, and innovate with confidence.
“Mixpanel is magical when it comes to finding answers to your questions with a well-structured data governance setup. The Omtera team helped us set up and establish that stack…I received feedback from my colleagues saying, ‘This is the best tool I’ve used in my work life.’”
— Lobna Tarek, Head of Analytics at eXtra
“When we started working with eXtra, they were truly visionary and understood that measurement is essential to building a great product. … Our focus was on data hygiene and enhancing the developer experience to ensure everything was implemented correctly. While I believe Mixpanel is a fantastic product, delivering a great experience requires a strong commitment to our partners.”
— Baran Berkay Barakçin, Head of Professional Services and Tech at Omtera
At Omtera, our approach with eXtra extended far beyond the bounds of a traditional implementation project—we became an embedded partner in their analytics transformation journey.
From day one, our mission was to position Mixpanel not as just another analytics tool, but as a strategic growth enabler that could drive smarter decisions across every level of the organization. We didn’t start with the technology, we started with the business questions: What does success look like? Who needs to act on this data? What decisions are being made every day that should be backed by insights?
With these guiding questions, we co-designed a robust analytics framework grounded in strong data governance, technical scalability, and team usability. We made sure the infrastructure was sound, building reliable event tracking systems, aligning metrics across departments, and integrating with eXtra’s broader marketing and product stack, including Emarsys and Adjust.
But the real impact came through our hands-on, people-focused enablement. We worked side-by-side with cross-functional teams, product, marketing, analytics, and leadership, to demystify data and turn insights into action. Whether it was training sessions tailored to different roles, daily standups to troubleshoot edge cases, or ongoing workshops to refine analysis skills, we ensured every team felt empowered, not overwhelmed.
We also emphasized data democratization, ensuring that insights weren’t locked behind technical barriers. By designing intuitive dashboards, establishing naming conventions, and promoting a shared understanding of KPIs, we helped eXtra foster a data-first culture that was inclusive, agile, and scalable.
Ultimately, our role was not just to implement Mixpanel, it was to make Mixpanel meaningful for eXtra’s people and goals. We take pride in knowing that the foundation we built together continues to power their growth and support their vision of becoming a truly data-driven retail leader in the region.
The eXtra project is a clear example of how the right mix of tools, strategy, and collaboration can unlock real business growth. By integrating Mixpanel with purpose and precision, and ensuring teams were truly enabled to use it, we helped eXtra go beyond tracking and into a culture of everyday, data-driven decision-making.
This wasn’t just a technical upgrade, it was an organizational shift. Teams across eXtra gained the confidence to explore insights independently, act faster, and build smarter user experiences rooted in real behavior.
At Omtera, we believe that analytics only create impact when they’re built around your specific needs, goals, and people. If you're ready to turn your data into your next growth engine, get in touch with us—we’d love to help you find and execute the right solution.
