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Mobile Marketing and Commerce Strategies

Mixpanel Update Lets Marketers Better Track Users

Daily Insight | Jason Armitage | June 24, 2013

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Mixpanel, the provider of a Web and app analytics platform, recently released an update for its offering that allows marketers to better track and leverage the activity of Web and mobile app users.

 

Founder Suhail Doshi said the improvements to the Mixpanel platform were two years in the making, according to The Next Web. Doshi added that Mixpanel now goes far behind merely tracking page views and focuses more squarely on segmentation, which will allow marketers to dig deeper into analytics data and use it more effectively. Mixpanel is currently in use among 1,000 mobile apps and Web sites and the technology analyzes more than 12 billion actions each month, according to the news provider.

 

Yankee Group Principal Analyst Jason Armitage comments

 

“Marketers and developers stuck on page views should review their analytics tools. Companies will increase engagement for their digital properties by breaking down users into groups. That in turn will open up new revenue opportunities from sales and advertising. Leading players are realizing that placing data at the center of decision-making is critical to future success in digital and mobile outreach.”

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