Mixpanel and the market for startup analytics

Mixpanel launched Revenue Analytics today. For a long time, Mixpanel provided a very generic event-tracking system, allowing customers to centralize tracking across systems and channels. But over the past year, their product development has accelerated: Retention 2.0: basic cohort analysis capabilities and visualizations (Jan-12) Flow: a free tool for path analysis (Apr-12) People Analytics: drill down to individual user actions…
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Attribution challenges throughout the purchase funnel

TechCrunch covers new data from IBM (sourced from a Black Friday Report) that exposes the weakness of last-click attribution models: Twitter and Facebook usually aren’t the last click before an ecommerce buy, but that doesn’t mean they didn’t inspire or influence the purchase. Yet IBM’s Black Friday report says Twitter delivered 0 percent of referral traffic and Facebook sent just 0.68 percent….
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