Congrats to Mixpanel on the raise. I have heard many great things from them and used them at a previous company. They've done a great job of making it a no-brainer for startups to start using more advanced analytics tools (not just Google Analytics) from day 1. I think we're all better off for the ability it gives product developers to improve their product based on actual usage--since it means the overall quality of products is far better than if vanity metrics drove all product decisions.

I noticed they mentioned Heap Analytics (https://heapanalytics.com/) as one of their competitors. We've been using Heap for over a year and it seems like the logical and magical next step in analytics. Mixpanel gave you smarter analytics on things you had the foresight to track, but Heap automatically tracks everything from the day you integrate it. That means you can get smart analytics even on things you didn't have the clairvoyance to start tracking 6 months ago, or didn't have the resources to insert tracking code in.

For startups, Heap's automatic and retroactive tracking is huge. It means we can iterate on product features and marketing/outreach schemes way more quickly while still getting insight into what's successful and what's not. It's not perfect--a couple times we've added special class names to our HTML elements so Heap can distinguish them, but that's still easier than adding manual tracking code--but it's a huge improvement over the old way.

I noticed Heap has a page comparing themselves with Mixpanel (https://heapanalytics.com/compare/heap-vs-mixpanel) but I don't see anything similar from Mixpanel's POV. I'd be curious to hear what Mixpanel's plans are in this area (automatic/retroactive tracking).