What’s a page view matter to your business? Do you know? Are you sure? I know that sometimes we get a ton of traffic and it doesn’t matter, and other times we get a few great visits that lead to great business relationships. The marketing theory is that more is better so we all follow the lead. But do we have to?
We’ve written about actionable analytics before – like Pirate Metrics for subscription-based businesses. This new generation of analytics applications doesn’t work with the same metrics we’ve been working with for the last 2 decades. They work on the activity the visitor takes as they navigate your site.
Mixpanel is the most advanced analytics platform for mobile & web. Instead of measuring pageviews, it helps you analyze the actions people take in your application. An action can be anything – someone uploading a picture, playing a video, or sharing a post, for example.
The Mixpanel platform allows you to track events, associate properties with those events, and associate profile data with people. This is where the real magic happens! With the visitor profile set, you can filter the content to targets the user, send an email, schedule an email, send a text message, and/or initiate a mobile push notification.
And, of course, the ultimate event is a purchase so Mixpanel captures the conversion as well.
Predictive vs. Anticipatory: Understanding the Best Analytic Approach to Address Your Business Goals
As technology has evolved, so has our ability to process data at an incredible rate, making it possible to perform what has become known as Anticipatory Analytics. While still a relatively new concept, anticipatory analytics is gaining prevalence as a methodology.