Mixpanel Launches Engage, Allowing Businesses To Send Analytics-Driven Messages To Their Customers

Mixpanel, an analytics startup that was incubated by Y Combinator and backed by Andreessen Horowitz (among others), is announcing a new product called Engage, which co-founder Suhail Doshi described as a way for businesses to actually do something with the data that they're collecting. Taking action on data, specifically by using it to deliver personalized messages to customers, is something promised by other analytics companies (though not necessarily Mixpanel's direct competitors). For example, it's one of the features offered with Woopra's real-time analytics, and Optimizely CEO Dan Siroker has told me that his future plans include more segmentation and personalization.?For the most part, however, Doshi said most companies still deliver the same communication to all of their customers.

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