Mixpanel aims to challenge analytics giants with spiffed-up site

Mixpanel has been trying to challenge established analytics services like Omniture (now owned by Adobe) by allowing website publishers to track any information they want in real-time. Now chief executive Suhail Doshi said he wants to hit the competition in one of its most vulnerable points — design. Services like Omniture look terrible and are “bloated and difficult” to use, Doshi said. So today, Mixpanel is launching a redesigned site for all of its customers, which it’s calling Mixpanel 2.0. Doshi said it represents a huge improvement in Mixpanel’s look, and you can decide for yourself by comparing a screenshot of the new site (above) with the old one (below). Equally important, the redesign creates room for the San Francisco company’s future features. “We plan on pumping out so much product over the next year,” Doshi said. “We know exactly what we want to do, so we have room for the next set of major things that we plan on launching.” Besides the facelift, Mixpanel is adding a new feature that should make it easier for customers to find the exact piece of data that they’re looking for. Now you can bookmark a specific page in Mixpanel, allowing you want to check that data again later with just a click. That may sound like a minor upgrade, but as someone who spends a lot of time clicking through multiple pages in Google Analytics, I think it could actually be a huge timesaver. Plus, the company plans to launch email alerts in a couple of weeks, which can include details from each of a customer’s bookmarked pages. Mixpanel has raised $500,000 and was incubated by Y Combinator. As evidence of the company’s growth, Doshi said the amount of data processed by the service for Mixpanel customers increases 30 to 40 percent each month.