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The Silicon Review Asia

Mixpanel: Grow our business by learning why users convert, engage, and retain

The Silicon Review
December, 2019


Business analytics is the process of collating, sorting, processing, and studying business data, and using statistical models and iterative methodologies to transform data into business insights. The goal of business analytics is to determine which datasets are useful and how they can be leveraged to solve problems and increase efficiency, productivity, and revenue.Sophisticated data, quantitative analysis, and mathematical models are all employed by business analysts to engineer solutions for data-driven issues. They can utilize statistics, information systems, computer science, and operations research to expand their understanding of complex data sets, and artificial intelligence, deep learning, and neural networks to micro-segment available data and identify patterns.

Mixpanel is a business analytics service company. It tracks user interactions with web and mobile applications and provides tools for targeted communication with them.Its toolset contains in-app A/B tests and user survey forms. Data collected is used to build custom reports and measure user engagement and retention. Mixpanel works with web applications, in particular SaaS, but also supports mobile apps.Mixpanel was founded by SuhailDoshi and Tim Trefren in 2009 and is based in San Francisco, California. It is backed by Y Combinator, and its list of investors includes Andreessen Horowitz, Max Levchin and Keith Rabois.In April 2018, founder and CEO SuhailDoshi announced he would step down and become chairman of the board. He was replaced as CEO by Amir Movafaghi.


Deeply analyze behavior with out-of-the-box reports.Mixpanel helps companies use data to grow their business. Out-of-the-box reports make it easy for teams to build reports that monitor KPIs and go deep in analyzing user behavior, so you can build better campaigns and products.Build visualizations to answer questions like “how do this year’s logins compare to last year’s?” and break it down by week, browser, device, or any other segment, so you know where to dig deeper.Understand how groups of users that matter to you differ in terms of behavior, retention, churn, and more so that you can drive them to optimal action.Keep a pulse on your most important metrics with Mixpanel’s easy-to-build Dashboards. Share them with your team through email digests, and let Mixpanel notify you when your metrics hit a certain number, or change by a certain amount.


Mixpanel helps you find the users you should target to drive changes in your KPIs, and provides the tools to execute. Nudge users with targeted messages or A/B tests based on real-time behaviors, and then track the impact in Mixpanel.Determine the exact users you’d like to target with a message or an experiment, based on behavioral data, like watching a video, or abandoning a cart, and demographic data, like age or location.Easily build highly personalized messages, and test multiple versions to see what works—all in Mixpanel, no code required.Set detailed behavioral triggers, sequences, and rate limits for messages, to ensure that each campaign is relevant, timely, and delivered at the right pace.


Rely on a platform that's scalable and easily integrates with your current stack.The company built a custom database for storing and querying user behavior data. Designed to answer complex questions without SQL, it’s built for much deeper user analysis than what’s possible with a session-based analytics tool.Your user data is available to analyse in under a minute, and 95% of queries take less than 2 seconds, so you can answer your most complicated questions in real-time.Mixpanel’s historic ingestion and query uptime is 99.9%, so you never have to worry about losing or waiting for data.When people use your product anonymously, from different platforms, and sign in and out of their account, it becomes complicated to track all that activity and associate it to the same, correct user, retroactively. Luckily, that’s what Mixpanel is built to handle, out of the box.Connect Mixpanel to your data pipeline, and choose exactly what to send in for analysis. Use the Export API to export key reports to your own internal dashboard tools or other sources with ease, and use the Decide API to run and measure A/B tests through Mixpanel.

Data Pipelines

Perform custom analysis with easy access to all raw Mixpanel data. Sync to your destination of choice via either JSON or Parquet formats, so it’s always up-to-date.Export to warehouses such as Snowflake, Amazon Redshift Spectrum and Google BigQuery. Or to cloud storage platforms such as Google Cloud Storage, Amazon S3 and Azure Blob Storage as a JSON or Parquet file. Plus, choose how often you want to send data, and the format that works best for you.Mixpanel’s fully managed pipeline allows you to send data to your data science destination of choice in real time, so you get the data you need “now” right away.

Meet the innovative leader, Amir Movafaghi

Amir Movafaghi is the Chief Executive Officer at Mixpanel. Most recently he was Mixpanel’s Chief Operating Officer, and prior served as Chief Financial Officer at Spiceworks Inc., a leading IT network, and marketplace connecting companies to technology solutions across industries. Previously, he held various leadership roles at Twitter Inc., where he helped scale the company from 150 to 4,000+ employees and also helped lead the company through its IPO.

“As the #1 analytics and engagement solution, our mission is to increase the rate of innovation. For ourselves, and the businesses we serve.”


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