What is Mixpanel and how can marketing teams use it? – Browser media | Region & Cash

If you’re a business looking to gain deeper insights into how users interact across web, mobile, and apps, Mixpanel might be the tool you’re looking for.

With more than 6,000 paying customers including Uber, GoDaddy and Buzzfeed, the platform focuses on product analytics and provides data that can be overlaid on other analytics platforms like Google Analytics to better understand user interactions.

What is Mixpanel?

When people talk about analytics tools, the conversation usually starts with Google Analytics. Mixpanel is not a replacement for Google Analytics, but an additional tool for your analytics arsenal. While platforms like Google Analytics or Kissmetrics show you aggregated information about your users, Mixpanel gives you much more data about website visitors and customers.

Mixpanel is primarily a product analytics platform designed to provide marketers and product teams with real-time data across devices and channels with insights on how best to acquire, convert and retain customers.

Mixpanel has built-in features that allow users to be tracked across the product to understand what users are doing at specific points in their user journey, which page or feature they are exiting from, and whether specific features are performing better across all types of digital channels than other or device.

Mixpanel offers a free version of its platform, has a startup program, and also offers access to demo reports and dashboards, so there’s plenty of scope to check if it’s a good fit for your brand with no upfront commitment.

It also integrates with a number of other platforms through its technology partners.

How does Mixpanel work?

Mixpanel works by reporting data points triggered by users performing specific tasks on web, mobile and app.

While the reports and dashboards are pretty basic, setting up Mixpanel requires some technical knowledge. You will most likely need an engineering or development team to help you implement the tracking code and set up events. The event-based model is based on three key concepts: events, users, and properties.

Incident: A data point that represents an interaction, e.g. a sign-up or a purchase (think of the kind of goals you already have).

User: Unlike Google Analytics, Mixpanel can identify specific individuals and associate them with event data for each unique ID.

Characteristics: There are two types of properties – event property, which is used for event descriptors (i.e. item type and item price), and user property, which can be used to provide details about a user such as user ID. B. Age, username or their most frequently purchased item.

What can Mixpanel do?

The metrics companies want to track vary from industry to industry and even department to department. Mixpanel is very flexible and allows the creation of multiple dashboards, so different teams can access the KPIs most important to them at a glance.

With Mixpanel it is possible to measure every step users take towards conversion and how they interact with your product.

This includes user events such as filling out a form, viewing content on a specific topic, or installing an app, as well as in-app behaviors such as liking, sending messages, applying discount codes, or adding items to a cart.

The Insights report can tell marketers how a product is being used. This includes viewing data on how popular certain features are, how many users are signing up, how many of them are monthly active users, how they find your product, where they are geographically, and how long it takes to get a desired product complete action, how much to spend and total income.

The Funnels Report and Flows Report enable marketers to analyze user actions at each step of the funnel and the paths they follow to determine when and why users may be abandoning them. This can help guide design and UX decisions by focusing on those pain points and testing ways to reduce friction.

Finally, the retention report can show how many users are coming back (e.g. after a signup or purchase), what percentage of users are lost, whether users who take certain actions are more likely to come back, and which channels best advertise retention.

How can I start using Mixpanel?

You can sign up for a free account here that provides access to basic features, and if you’re a startup less than 5 years old with up to $8 million in total funding, you can get $50,000 receive credit for the Mixpanel growth plan for entry.

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