Highlights:

  • Mixpanel’s products analyze data from website and app visitors, mapping user behavior to provide real-time insights for marketing and product teams.
  • With generative AI integration, Mixpanel can now understand English queries, generate relevant queries, and execute them within its system.

Mixpanel Inc., a web, mobile, and app analytics platform, recently introduced generative artificial intelligence to enable companies to interact with their data for faster customer insights.

The company’s products analyze data from website and app visitors, mapping user behavior to provide real-time insights for marketing and product teams. This is accomplished by tracking events, such as user navigation within apps or webpages, to help customers create improved user experiences.

In the past, analyzing the collected data would typically require business intelligence and data analysts to construct complex SQL queries. However, the game has changed with Mixpanel’s event analytics. Now, even nontechnical employees can effortlessly query events using intuitive drop-down menus.

Now, users can push the boundaries even further by leveraging the power of generative AI, which enhances their ability to engage in conversations with the AI. Mixpanel is incorporating OpenAI LP’s GPT-3.5 Turbo, a large language model like ChatGPT, into its platform. This technology enables users to engage in “chat” conversations with the AI simply by asking questions, and the AI takes care of the rest. It can understand and respond in a manner that resembles human speech.

Chief Executive Amir Movafaghi at Mixpanel said, “Generative AI is the next interface to computing, and it’s unlocking huge productivity gains. In our world, this means it’s much easier for anyone to query their data in plain English by asking the AI a question. Making analytics accessible, so literally, everyone can participate, will significantly improve decision-making across companies.”

A user of a ride-hailing app who may not have technical expertise can obtain a prompt response by simply posing the following question: “Which group most frequently converts when we apply surge pricing across our key markets?” The AI would comprehensively grasp the query and construct it within the platform to generate a report.

Likewise, a marketer could leverage AI to inquire about advertising trends during specific periods and examine how they correlate with the amount of money allocated to advertisements. This analysis would provide insights into whether a campaign successfully directed users to a website or influenced their app usage. Furthermore, a salesperson could utilize AI to track revenue fluctuations over time and gain an understanding of user behavior, such as cart abandonment, early cart abandonment, and coupon usage trends.

By incorporating generative AI, Mixpanel now possesses the ability to comprehend English inquiries, construct relevant queries, and execute them within its system. This integration enables Mixpanel to produce pertinent charts and conversion trends for user cohorts across various markets.

The company, recognizing the immense capabilities of the new generative AI, has also acknowledged the need for caution regarding its accuracy. As a measure to address this concern, AI-generated queries will allow users to verify the source of the answer and gain a deeper understanding of the methodology employed in generating each report.

The upcoming large language model AI feature will be accessible to all Mixpanel users as an optional addition alongside the regular user interface. The company emphasized the significance of customer privacy by stating that companies will not be required to share their data with the large language model. Instead, the LLM will solely enhance query-building efficiency and speed. Mixpanel will handle the analysis of the underlying data.

Movafaghi stated, “Generative AI is a bit like electricity, you can build it into other products to make things faster and easier. We’re using it to speed up workflows and simplify how people ask questions about their data. But this is just the start, and we expect LLMs will enhance analytics for years to come.”

According to the company, the new interface is currently accessible to a specific set of users participating in a closed beta test program. Once the beta phase is completed, the functionality will be available to all Mixpanel customers in the following weeks with no extra charges.