At Blue Rewards, Al-Futtaim’s loyalty and rewards program, Shariq’s work covered everything from a 22-gap tracking audit to product analytics to building a measurement framework for an AI chatbot.
The audit first. The engagement started with a full tracking audit of the mobile app, Android and iOS. It surfaced 22 gaps in the measurement setup, places where real user behavior wasn’t reaching the business at all. Presented the findings to stakeholders, got approval, and worked through the fixes.
Product analytics for weekly launches. Product teams were shipping features every week with no visibility into how previous features were performing, which to scale, which to stop. Built Looker Studio dashboards and end-to-end product tracking specifically for them, so every week’s planning started from what the data actually showed.
Measurement governance. Built the day-to-day measurement system with engineering and product: data layers across both platforms, every event documented in a collaborative sheet with UAT and production deployment stages, and sign-offs before anything shipped. Tracking changes ran like releases, not afterthoughts.
Automotive journey tracking. When Blue introduced buying new and used cars from Al-Futtaim inside the app, built the full funnel measurement behind it, enquiries, test drive bookings, and completed bookings, so the business could see exactly where interest turned into action and where it dropped off.
The office dashboard. Built a Looker Studio dashboard displayed on an 80-inch screen in Blue’s office, visible to the CTO and stakeholders daily: total users and full funnels for the newest features, with the car-buying journey front and center.
Health journey tracking. Built measurement for the health hub connected to Al-Futtaim’s insurance business, tracking the journey from form fills through to insurance bookings.
Marketing analytics. Worked with the marketing team on tagging, remarketing strategies, Google Analytics audiences, and Google Ads connections. Investigated suspicious sign-up activity when the numbers spiked, tracing what was real and what wasn’t so marketing could act on it.
Measuring an AI chatbot. When Blue launched its AI advisor, built the entire measurement taxonomy and framework for tracking it, new ground, since AI chatbots don’t fit standard event models. Tracked every interaction and button without capturing message content, giving the team real visibility into which chatbot features people actually used and how they behaved inside it.
