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MoEngage and Mixpanel: A recipe for delightful customer experiences

  • Updated: 29 September 2020
  • 4 min read

At MoEngage, we believe that today’s mobile-first customers expect brands to understand them and deliver personalized experiences across their lifecycle.

A critical factor in delighting your customers is to understand them deeply. The way they interact with your product can tell you all about what they want, when they want it, and when they need you to tell them about it. Unfortunately, marketing and product teams struggle to meet these expectations as the tools for product analytics and personalized messaging are siloed. 

To break down these silos, we’ve combined powerful analytics capabilities with an intelligent customer engagement engine – through our partnership with Mixpanel. We believe that this partnership aligns perfectly with our goal of providing an insights-led engagement platform for brands around the globe.

 

Why MoEngage + Mixpanel

Mixpanel is a leader in the product analytics space, helping brands innovate faster by providing deep insights into customer behavior. With MoEngage’s AI-powered customer journey orchestration and personalization capabilities, brands can now translate these insights into moments of “wow” for their customers.

With this integration, we’re bringing to you the best of both worlds. 

Let’s look at the integration in action

Let’s say the second-week retention for your app is too low, and you’re tasked with fixing this. How would you go about it?

Mixpanel can give you a wealth of data and analysis options that can tell you everything you need to know.

First off, let’s understand what the experience was like for users who did return beyond the first 7 days. Mixpanel Signal is a powerful place to start. It can help you understand the “aha” moment of these users without spending hours crunching numbers.

This gives you the events that correlated with high week-2 retention as well as the degree of correlation. Here’s what we found.

Now, assuming that you’re already doing all you can to drive account creation and login for new users, one action to focus on next would be “Song Played”. 

For your app, this could be money added to the digital wallet or first transaction depending on your industry. If you see a clear and consistent correlation with high retention and a specific set of actions the users performed in the initial days, that’s the “aha” moment of your product. Make that your onboarding goal.

Now, let’s measure what new users are doing, how many are completing your onboarding goal. More importantly, how many users are dropping off at each step.

Break it down further into your core user cohorts and you’ll generally see a pattern, either a certain city or demographic etc. Create a cohort with these details factored in.

This is where MoEngage comes in. Sending the cohort to MoEngage is as easy as exporting it and having it sync dynamically for recurring campaigns.

You can then leverage MoEngage’s intelligent engagement suite to set up a workflow automation to engage these users early on. You can set up an elaborate journey for reaching out to the user across multiple touchpoints in a gradual progression.

For high-value events such as paid subscription, you can use retargeting ads in case none of the other channels work. This approach helps you avoid overwhelming your customers by sending them a blast message across all channels just because they’re free. It also optimizes your spends on the paid channels.

Now a big chunk of your target users you were losing, will go through a journey orchestrated by you. You can continually measure the impact with Mixpanel Impacts and Experiments and make the journey tighter based on the results.

 

Closing thoughts

That’s just one use case and we’re only scratching the surface. Once you set up the integration, the possibilities for rapid experimentation and learning are endless. The MoEngage–Mixpanel integration will allow product managers and growth marketers to be more agile and data-informed in their approach.

Since this close integration will accelerate the time to market, it also allows you to focus on the next innovative campaign, rather than grappling with siloed tools and inconsistent data.

 

How to get started?

If you’re a MoEngage / Mixpanel customer looking to leverage this integration, here’s a quick guide to help you get started. 

If you’re a Mixpanel customer and would like to explore MoEngage for customer engagement, we’ll be happy to give you a personalized tour. Just request a demo right here.

 

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About The Author
Sajeesh drives Product Marketing and Sales Enablement at MoEngage. Having worked in multiple customer-facing roles in the past, he has a relentless focus on user experience, consumer psychology, and enjoys exploring the unknown.
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