Measure Web Engagement in Real-Time with Powerful Analytics from Mixpanel

June 22, 2011

4:30 pm

Understanding how users behave on your website is a powerful decision-making tool. Marketers need thorough, comparative results to know which services and features are worth the spend and which aren’t. Mixpanel can help you see which activities and services increase engagement. The platform tracks how users interact with websites, social games, and applications in real-time.

Mixpanel gives you the deft stalking abilities of a web analytics puma by going beyond page view analytics to provide real-time event tracking. It provides standard funnel tracking conversion rates, but the ability to use properties to segment the funnel is unique to Mixpanel. For example, you can compare the conversion rates of people who log in with those who don’t. Insights such as these can guide you to where you should add value–and allow you to see the ROI to back it up.

Another unique feature of Mixpanel’s platform is its macro level A/B testing. Typical A/B testing allows you to determine how changing one part of your website affects one outcome. However, with Mixpanel’s test feature, you can see how the same change affects multiple outcomes simultaneously. Mixpanel shows you the full, site-wide effect that changing one variable can have.

From segmentation and retention to email and mobile, Mixpanel is a wicked analytics tool that should be on every marketer’s list. You can give them a test run by visiting their website and playing around with the demo.

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Meg Rayford is a communications consultant based in Northern Virginia. She previously spent two years as the Director of Public Relations for a nonprofit startup, where she learned a lot about providing clean water for impoverished countries, even within the confines of a bootstrapped startup. She is the editor of Tech Cocktail, and she develops media strategies for companies in Washington, DC and Virginia. You can read her most recent work in the marketing chapter of the upcoming book, "Social Innovation and Impact in Nonprofit Leadership," which will be published in Spring 2014 by Springer Publishing. Follow her @megkrayford.

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