I help startups set up analytics, understand user behaviour, and gain actionable insights to drive product growth
The short version: Analytics debt is the gap between the data you have and the data you'd need to answer the questions you're about to be asked. It accumulates in five predictable stages, and the damage peaks at Stage 3 — when the company believes it'
Indian D2C Playbook
The short version Here's the thing nobody tells you when you're about to scale spend. Every channel you're about to pour money into gives you data you can't fully trust. Quick commerce hands you almost nothing about who your customer is. Meta
Duolingo has 19 million daily active users. Foursquare, once held up as the gold standard of gamified apps with 50 million users at peak, quietly retired its own badges and points system before splitting into two separate apps. Both used streaks, badges, leaderboards but only one survived its own mechanics.
The short version: PostHog's pure product analytics is genuinely weaker than Mixpanel's or Amplitude's, and complex reports push you into SQL. I still recommend it to most founders, because it bundles session replay, feature flags, experiments and a real data warehouse into one tool
case-studies
In short: AnyIP didn't own its analytics and had little visibility into marketing performance. We cleaned and structured the raw data and built structured reporting on top. They gained visibility into marketing, improved CAC and spend efficiency. About AnyIP AnyIP is a high-performance proxy and networking infrastructure
case-studies
In short: FRAI had no clarity on which user segments converted or why others dropped off. We ran deep behavioural analysis, turned it into product recommendations, and designed the A/B tests. Paid conversion rate doubled, and they kept a repeatable experimentation process. About FRAI FRAI is an AI-driven
case-studies
In short: TermPlus had no clear analytics setup and fragmented data across the product. We ran a deep audit, wrote the tracking plan, and worked with their dev team to implement it. They ended up with a full analytics infrastructure and a unified user journey. About TermPlus TermPlus is a
case-studies
In short: Answering Agent had no visibility into the quality of its AI calls. We studied the product and industry benchmarks, defined a full event set, and built an AI-generated call score. They could finally measure call quality directly. About Answering Agent Answering Agent is an AI-powered calling
case-studies
In short: Sol is a complex product that had ended up with tracking to match. We defined core event categories instead of granular events and moved the complexity into properties. The result was a simple, accurate setup that scales. About Sol Sol is a powerful productivity and collaboration app designed
case-studies
In short: Wellness Coach was overtracking, with an inconsistent event structure that made the data unusable. We audited the setup and rebuilt a clean, simple tracking structure. The team could trust their numbers again. About Wellness Coach Wellness Coach is a B2B digital wellbeing platform that offers guided meditation, coaching
case-studies
In short: Speedyloans was sending millions of emails, driving up cost and putting domain reputation at risk, with 100+ user attributes and no prioritisation. We segmented and modelled it properly. Cost down 30%, engagement up 1%. About Speedyloans Speedyloans is an online lending platform that provides fast, accessible loan advances
case-studies
In short: Few zeroone users completed an artwork upload after onboarding. We moved uploads into onboarding as an optional step and cut unnecessary friction. Week 2 retention rose 15% and engagement 30%, with new tracking shipped alongside. About zeroone zeroone is a blockchain-powered social app where users upload, mint,