Mixpanel, A Startup That Wants To Kill Pageviews And Other ‘BS Metrics,’ Now Measures 12 Billion Actions Per Month

Mixpanel, A Startup That Wants To Kill Pageviews And Other ‘BS Metrics,’ Now Measures 12 Billion Actions Per Month

Alyson Shontell | Apr. 24, 2013, 2:37 PM | 1,947 | 3


Suhail Doshi is a no BS kind of guy. He believes it’s “BS” to report pageviews, a metric digital companies frequently use to show their site’s growth. Instead, Doshi wants digital and mobile companies to highlight monthly user engagement numbers, a metric he believes is much more important than pageviews. His startup, Mixpanel, helps companies track one key metric, and his engagement-first mentality is starting to catch on.Mixpanel is an analytics company that was founded in 2009. It helps 1,000 paying customers and tens of thousands of non-paying customers track “actions.” Any time a user engages in a powerful way with a brand (a user buying a rental on Airbnb, for example, posting a photo to Instagram, or “liking” content on Facebook), Mixpanel calls that an event or “action.” Doshi says his company now tracks 12 billion actions per month for its customers. That’s up from 10 billion the month before. It took one year for Mixpanel to track its first 1 billion actions.It isn’t one big customer that’s causing Mixpanel’s business to skyrocket either. Doshi says his company has seen tracked actions grow by the billions for multiple months.

“We could lose our biggest customer and I would still have a growth month next month,” Doshi says.

Reporting user engagement numbers instead of pageviews and uniques isn’t as easy as it sounds. Advertisers demand monthly pageviews and uniques from publishers before they’ll spend money on their sites. If online publishers shifted to Doshi’s way of thinking, they’d be out of business. Doshi admits it’s harder for content-producers to shift to his way of thinking. But changing an industry standard like pageview reporting is a slow process, and Doshi thinks his company is making good headway.

“We’re this living, breathing case that we do see pageviews are dying,” says Doshi, who was inspired to track meaningful analytics by mentor and former colleague, Max Levchin. Pageviews are already dying on mobile devices, says Doshi, because users rarely click through to see more pages on tiny screens.

Doshi says caring about pageviews is like caring how many Twitter followers you have. People should be more focused on why people are following them on Twitter, not on the simple fact that they are following.

“Everyone can be empowered to learn from their data,” he says. “If [you] can track user data better than your competitor, surely [you] can beat them.”

About bambooinnovator
Kee Koon Boon (“KB”) is the co-founder and director of HERO Investment Management which provides specialized fund management and investment advisory services to the ARCHEA Asia HERO Innovators Fund (www.heroinnovator.com), the only Asian SMID-cap tech-focused fund in the industry. KB is an internationally featured investor rooted in the principles of value investing for over a decade as a fund manager and analyst in the Asian capital markets who started his career at a boutique hedge fund in Singapore where he was with the firm since 2002 and was also part of the core investment committee in significantly outperforming the index in the 10-year-plus-old flagship Asian fund. He was also the portfolio manager for Asia-Pacific equities at Korea’s largest mutual fund company. Prior to setting up the H.E.R.O. Innovators Fund, KB was the Chief Investment Officer & CEO of a Singapore Registered Fund Management Company (RFMC) where he is responsible for listed Asian equity investments. KB had taught accounting at the Singapore Management University (SMU) as a faculty member and also pioneered the 15-week course on Accounting Fraud in Asia as an official module at SMU. KB remains grateful and honored to be invited by Singapore’s financial regulator Monetary Authority of Singapore (MAS) to present to their top management team about implementing a world’s first fact-based forward-looking fraud detection framework to bring about benefits for the capital markets in Singapore and for the public and investment community. KB also served the community in sharing his insights in writing articles about value investing and corporate governance in the media that include Business Times, Straits Times, Jakarta Post, Manual of Ideas, Investopedia, TedXWallStreet. He had also presented in top investment, banking and finance conferences in America, Italy, Sydney, Cape Town, HK, China. He has trained CEOs, entrepreneurs, CFOs, management executives in business strategy & business model innovation in Singapore, HK and China.

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