Case Study: Mad Paws increases customer reviews and accelerates product decisions with Mixpanel

Mad Paws uses Mixpanel to inform its product decisions and to help increase customer engagement

Mad Paws is an Australian peer-to-peer marketplace for pet care launched in 2014 that connects pet owners with sitters, walkers and groomers; by year four it had 14K approved carers and 500K pets registered. To keep growing, the company needed to understand and track user journeys across its dual-sided platform, prevent disintermediation (users moving offline), and make product changes with greater confidence by using data to validate hypotheses.

Using Mixpanel’s experiments, cohorts and funnels, Mad Paws A/B tested the optimal timing and messaging for review-request emails and whether a financial incentive was necessary. They launched the experiment in a day, saw public reviews rise significantly, and maintained results after removing incentives—reducing marginal cost to zero. Mixpanel’s event data and reports also helped teams make objective product decisions, iterate faster, and extend data-driven practices beyond product to increase customer engagement.

Mad Paws

Dmitri Voronenko

CTO