case-studies

AnyIP: Helped get more visibility into marketing, and improving CAC, spend efficiency

AnyIP is a high-performance proxy and networking infrastructure provider used by developers, marketers, and automation teams to route traffic reliably across the globe. With multiple marketing channels driving acquisition, the team needed clarity on performance, spend efficiency, and the true ROI of their campaigns, but their analytics setup wasn’t giving them the visibility they needed.

Challenge: No Ownership of Analytics & Limited Visibility Into Marketing Performance

AnyIP needed someone to fully own their analytics and help them make sense of their marketing data. The core challenges were:

Data was messy and inconsistent
Dashboards lacked structure and clarity
The team couldn’t see which channels were performing
CAC was difficult to measure accurately
Insights were fragmented, slowing down decision-making

They needed a clean analytics foundation and clear reporting that could guide day-to-day marketing decisions.

Solution

We collaborated with the team to build a complete, reliable analytics workflow.

1. Cleaned and structured the raw data

Identified inconsistencies in existing datasets
Cleaned and standardized data fields
Streamlined tracking across channels
Ensured the data aligned with their business goals

This created a trustworthy dataset that could power reliable insights.

2. Built a structured reporting system

We created multiple dashboards focused on:

Channel performance
CAC and ROI trends
Activation and funnel metrics
Campaign-level breakdowns
User behaviour insights derived from marketing traffic

Each dashboard was designed to be easy to understand, even for non-technical team members.

3. Enabled ongoing visibility & decision-making

The dashboards helped the team:

See what’s working and what’s not
Allocate budget more effectively
Identify high-performing channels
Reduce wasted spend
Make faster data-driven decisions

Result

The team now actively uses these dashboards to optimize their marketing operations. As a result:

Marketing performance improved across channels
CAC decreased as spend became more efficient
Decisions are now grounded in data, not assumptions

AnyIP now operates with a clear, structured view of their marketing funnel, enabling them to scale with confidence.

My Love-Hate Relationship With PostHog (And Why I Keep Recommending It Anyway)

I have a complicated relationship with PostHog. Always have. There are things about it that genuinely frustrate me. Things I've complained about more than once. And yet, every time a founder asks me "what analytics tool should I use?" - PostHog is almost always my answer.

FRAI: Improved paid conversion rate (2x)

About FRAI FRAI is an AI-driven product designed to help users clear interviews using the help of AI-interviewer for their live job interviews. As the product grew, the team needed clarity on user behaviour, conversion drivers, and the effectiveness of their experiments. Without a clear understanding of what was working,

Termplus: Setup the entire Data Analytics Infra, & unified user journey

About TermPlus TermPlus is a digital financial services platform offering streamlined insurance and banking workflows for users across Australia. As the product scaled, the team needed clearer visibility into user behaviour, product performance, and marketing effectiveness. They were using PostHog, but the setup was incomplete, leaving them without reliable insights

Answering Agent: Helped create a call score using AI

About Answering Agent Answering Agent is an AI-powered calling platform that automates customer outreach, follow-ups, and support conversations. As an AI-first product, the quality of each call directly impacts customer satisfaction, product trust, and conversion outcomes. But without a clear way to evaluate call performance, the team struggled to understand