Traditionally, mixing panel has provided product usage information to product teams. Increasingly, especially with the end of cookies and third-party data, product data has become more valuable to other parts of the business, and Mixpanel is making it easier for marketers to get it too with a new product called Mixpanel Marketing Analytics.
CEO Amir Movafaghi says companies have typically used traffic analytics tools to determine who was using their product or website, but he says those tools lacked crucial conversion information about who became a customer, and that’s where Mixpanel you feel you can differentiate yourself from competing tools. .
“The piece that we are now really unlocking is that specific acquisition [data] and traffic by being able to really get and understand campaign performance in Mixpanel. So the marketing team doesn’t have to be at Adobe or Google at all. They can just use Mixpanel for their needs,” Movafaghi told TechCrunch. At least, that’s what you expect.
He says that abolishing cookies and moving to first-party data is in line with what his company has always done, but that data suddenly now has even greater value to the marketing team as well. “On the one hand, a forced feature was the end of the third-party cookie, as well as data privacy as a general approach for all regulatory bodies in the EU, in the US. And that really was a major catalyst for marketing teams and organizations to realize that this treasure trove of data exists in their own data,” he said.
Marketing teams can now leverage the data in Mixpanel to better understand and target customers with the goal of improving the customer experience. He says it’s involved creating job-specific templates in the interface, while simplifying queries to make it easier for each role (product or marketing) to get and use the data in a way that makes sense to them.
It could have the added benefit of helping sales, marketing, and product teams better understand each other and coordinate in a way that makes sense when using the same tool. “The whole element of allowing marketing and product teams to come together and collaborate closely is their ability to go from point A to point B completely in Mixpanel, from acquisition to conversion to retention, that full lifecycle management. , and see its impact on the things that the company cares about,” he said. Presumably, that would mean increasing sales and revenue.
What’s more, he says the new product has been designed to work closely with marketing automation tools. “Mixpanel is a conduit where you can basically directly plug all these cohorts that you created in Mixpanel into your marketing automation tool,” he said. That means you can use this information to drive email targeting, ad targeting, etc.
This new product gives the company a new entry point to customers when it comes to selling and marketing Mixpanel, and potentially the opportunity to sell the product more widely than it had been when it was confined to the product team.
Mixpanel Marketing Analytics is available starting today at no additional charge to Mixpanel subscribers.
—————————————————-
Source link