Engagement Analytics from Mixpanel
Analytics startup Mixpanel introduced a latest feature in addition to its preexisting platform for websites to quickly identify, reach out to and interact with their fans and customers. The lates Mixpanel user-centric approach to data makes targeting easy, and allows users to set filters that ensure more relevant messages to the audiences. The founder of Mixpanel Suhail Doshi believes that this approach is all about helping companies connect with their users on a personal level, giving them the opportunity to tailor offerings, spot trends and identify exactly where and why changes to a site or app might be having an unintended effect, with a degree of specificity not possible on any other platforms.
Mixpanel has also introduced a new Insight section to its analytics dashboard, which permits users to set parameters and compare its users according to a variety of factors, including gender, age, and any other site-specific metrics of their choosing. The Insight panel is designed to be experimental, so that users can quickly change data ranges, scale, and the types of things being compared, in order to possibly realize through experimentation things they might not have gleaned through intentional, directed searches. The founder believes that his company’s user-centric approach will help put it ahead of the curve as the tide turns in analytics. There is already a shift to engagement metrics away from vanity metrics like simple pageviews and clicks, and so it does make sense that the next stage would focus on taking a look at not only engagement as an aggregate, faceless set of statistics, but as something tied specifically to users. Already, there’s been a big focus on influencer targeting strategies and keeping track of who can become a potentially powerful brand ambassador. Now, Mixpanel is anticipating that putting names to those numbers will become the next big thing in connected analytics.
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