Traditionally, Mixpanel provides product usage information to product teams. Product data is increasingly valuable to the rest of the business, especially with the end of cookies and third-party data, and Mixpanel is making it easier for marketers to access it with a new product called Mixpanel Marketing Analytics.
CEO Amir Movafaghi says companies typically use traffic analytics tools to determine who is using their product or website, but he says those tools lack key conversion data about how customers convert — and Mixpanel believes the tool is different from competing tools. can be separated
“The part we're really opening up is being able to capture and understand specific buys [data] and actual traffic campaign performance in Mixpanel. So the marketing team doesn't have to be at Adobe or Google at all. If necessary, they can use Mixpanel,” Movafaghi told TechCrunch. At least he hoped so.
Eliminating cookies and moving to first-party data has contributed to what his company has always done, he says, but that data is now suddenly more valuable to marketing teams. "On the one hand, functional features are the end of third-party cookies and data protection is a common focus for EU, US and all regulators in general. And that's been a really important catalyst for marketing teams and organizations to realize that there's a lot of information in first-party data," he said.
Marketing teams can now use Mixpanel data to better understand customers and target them to improve the customer experience. This, he says, involves creating specific UI work patterns that make it easier for each role—product or marketing—to access data and use it in a meaningful way.
This can have the added benefit of helping sales, marketing, and product teams understand each other better and communicate meaningfully using the same tools. “All the elements to bring marketing and product teams together and work closely together are in Mixpanel from point A to point A, from acquisition to conversion and retention – while managing the lifecycle – and the ability to see the impact in the company's operations. takes care of..." he said. This probably goes hand in hand with the increase in sales and income.
In addition, he says, the new product is designed to work alongside marketing automation tools. "Mixpanel is basically a channel where you connect all the groups you've built in Mixpanel with marketing automation tools," he said. This means that you can use this information for email targeting, ad targeting, etc. you can use for
This new product gives the company a new outlet for customers in terms of sales and marketing of Mixpanel, and potentially the ability to market products more broadly than being limited to one product group.
Mixpanel Marketing Analytics is free for Mixpanel subscribers today.
Mixpanel returns to data marketing with its newest product, Ron Miller, originally published on TechCrunch.
