Syarah is a leading digital automotive retail ecosystem in Saudi Arabia. From buying and  selling cars to financing and back-office operations, Syarah has been reshaping how  consumers interact with automotive services. Senior Product Director, Qais Alkhatib, has  been driving the product strategy for seven years, focused on delivering seamless customer  experiences while streamlining internal operations.

The Challenge

As Syarah grew, their need for reliable, self-serve analytics became urgent. Free tools like  GA4 weren’t meeting the demands of their fast-moving teams:

• Costly Data Ops: Every stakeholder question had to pass through the data team,  slowing down decision-making and overloading resources.
• Slow Answers: Limited report types meant Product teams couldn’t investigate  behaviour or troubleshoot issues in real time.
• Fragmented Tracking: Events were occasionally missed or misplaced, with no  alerting system to catch anomalies early.

The result was an analytics function that couldn’t keep up with the pace of growth.

Why Mixpanel

Syarah needed an analytics solution that empowered product managers, reduced reliance  on the engineering team, and delivered insights at speed. Mixpanel stood out for its  simplicity, flexibility, and ability to surface answers quickly.

• Custom formulas & events streamlined analysis that previously required exporting  to Excel.
• Event alerts flagged drops or spikes in real time, helping the team trace issues back  to their source.
• Self-serve dashboards allowed non-technical stakeholders to create and explore  reports independently.

As the Qais Alkhatib, Senior Product Director at Syarah put it:

“Mixpanel is one of a kind. It makes product and user analytics incredibly easy;  creating dashboards and reports requires little effort or deep technical knowledge. Managing event alerts has solved a core problem for us: in the past, we would  discover too late that events were missing or misplaced by engineers. Now, the alert  tool helps us trace anomalies or drops/spikes for every single event from a single  platform.”

Our Role

Syarah partnered with HEMOdata to guide the onboarding and technical implementation of  Mixpanel. They guided Syarah’s team beyond the setup phase and ensured that their implementation was aligned to the business’s KPIs and day-to-day needs.

• Event structures were optimized and mapped to critical success metrics.
• Complex tracking scenarios were supported with hands-on, timely solutions.
• Teams were coached in best practices to make Mixpanel a trusted source of truth  across the business.

In Syarah’s own words:

“The HEMOdata team was very professional and supportive in every aspect through  the on-boarding and implementation journey. In addition, they helped us optimize our  events structure and map it with KPIs. At the daily work level, we face complex  tracking scenarios, and we’ve consistently received on-time support to tackle those  challenges. Never go into the Mixpanel ocean without captain HEMOdata.”

Results

With Mixpanel and HEMOdata, Syarah transformed how teams worked with data:

• Faster Insights: Product questions now get answered instantly, without relying on BI  or Data teams.
• Data Democracy: More stakeholders can access and use analytics directly,  shortening learning curves.
• Data-First Mindset: Teams across the business now anchor product decisions in  real user behaviour.

Measurable Impact

Key Takeaway

By pairing Mixpanel’s self-serve product analytics with HEMOdata’s expert implementation,  Syarah uncovered hidden opportunities in their user data, optimized conversion funnels, and  built a faster, more data-driven product culture.