Marketers can now understand the complete user journey before and after acquisition with Mixpanel
SAN FRANCISCO, May 2, 2023 /PRNewswire/ -- Event analytics pioneer Mixpanel is expanding its focus beyond product teams to bring the power of event-based analytics to marketers.
Today, marketers use legacy tools like Google Analytics to learn how prospects are interacting with ads and content, but that's where the understanding usually ends. After the conversion, the product teams start tracking the "events" that users perform in the app to build better features. But brands need a granular, conjoint view of the entire user journey so that marketing can drive growth by engaging user groups who derive long-term value from the app.
That's why Mixpanel has expanded its event-based analytics tool to meet the needs of modern digital marketers. With Mixpanel Marketing Analytics, brands can:
Mauricio Saez, Director Data Insights, Talent.com commented: "At Talent.com, we use Mixpanel to understand user behavior on our platform. The tool provides deep insight into different user cohorts and how they interact with our app and site. Being able to combine this information with our different advertising campaigns, specifically to improve the effectiveness of our search engine advertising, helps us better understand advanced users, the effectiveness of our purchasing channels, make better marketing investments and ultimately delivers a strong return on our ad spend (ROAS)."
Marketers can also collect and centralize data with a customer data platform (CDP) like Twilio's Segment before sending it to Mixpanel to drive highly personalized customer experiences, in real time.
For brands with a CDP, event analytics can help them take it a step further by leveraging their first-party data to personalize the ongoing customer experience based on the actions they take within the brand's app. For example, if a certain type of user frequently checks out when it's time to upgrade, perhaps the new payment plan can be spread over several months.
Amir Movafaghi, CEO, Mixpanel commented: "Mixpanel has been innovating in event analytics since 2010. Tracking user 'events' provides the most granular understanding, and as third-party cookies disappear, brands They tell us they want to expand this approach to their marketing efforts to get a complete picture of the entire customer journey using first-party data. Google has clearly recognized this, too, with re-engineering GA4 to be event-based. But we're sure that it's much easier for Mixpanel to add marketing analytics for Google or Adobe to dominate the events."
Launched today, Mixpanel Marketing Analytics comes with a ready-to-use template so marketers used to the Google Analytics dashboard can transition to Mixpanel while seeing familiar standard marketing metrics alongside conversion and other metrics. participation in the product.
Mixpanel is an event analytics platform that allows anyone to get customer feedback and revenue data in seconds www.mixpanel.com.
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