Mixpanel, a company offering websites a way to track the details of user interaction in real-time, just announced a plan to expand its audience with what it calls a platform strategy.
The new platform allows customers to offer Mixpanel tools to their own customers. One of the initial partners, for example, is business social networking startup Yammer, which recently announced its own platform for outside developers to build Yammer applications. With Mixpanel, Yammer can offer analytics tools to all its developers. And it should only take a few hours to set-up, according to Mixpanel chief executive Suhail Doshi.
This isna4‚¬a4„t just relevant to app developers, however. One of Mixpanela4‚¬a4„s other customers is simple blogging service Posterous, and while Posterous isna4‚¬a4„t one of the initial platform partners, Doshi used the company as an example of what the platform can do. He said that with Mixpanel, Posterous would be able to offer sophisticated analytics tools to all of its bloggers.
When Ia4‚¬a4„ve covered Mixpanel in the past and asked about how it compares to Google Analytics, the company emphasized the way it can help startups track their a4‚¬Aconversion funnela4‚¬¯, i.e. who&'s actually registering on the site or purchasing a product. But Doshi said Mixpanel can actually help you track any information on your website that you want. So a blogging community could track pageviews, comments, subscribers, and a4‚¬Asharesa4‚¬¯. (In the Yammer example, Yammer chooses which data to show its developers.)
Mixpanel will charge its platform partners using its normal data pricing plan, then those partners can charge their users for the analytics tools (or they can offer the tools for free).
The Mountain View, Calif. company has raised $500,000 in funding. Doshi declined to offer exact customer numbers for Mixpanela4‚¬a4„s existing tools, but he said a4‚¬Ahundreds of people are paying us every month.a4‚¬¯
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Companies: Mixpanel, Yammer
People: Suhail Doshi
Companies: Mixpanel, Yammer
People: Suhail Doshi
Anthony is VentureBeat's assistant editor, as well as its reporter on media, advertising, and social networks. Before joining VentureBeat in 2008, Anthony worked at the Hollister Free Lance, where he won awards from the California Newspaper Publishers Association for breaking news coverage and writing. He attended Stanford University and now lives in San Francisco. Reach him at anthony@venturebeat.com. (All story pitches should also be sent to tips@venturebeat.com) You can also follow Anthony on Twitter.
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