Mixpanel is a digital analytics platform designed to help marketers improve digital products. The software is event-based as opposed to standard pageview-based analytics. Mixpanel works with both mobile and web-based apps. Mixpanel offers a robust collection of data ingestion tools. You can import data from your customer data platform, data warehouse, or cloud storage solution. Once your data is integrated, the software offers an impressive array of advanced tools to analyze retention, feature popularity, conversion rates, and more.

Event-based tracking involves tracking specific events on an application as opposed to the standard pageview approach used for website analytics. Mobile applications and SPAs don't have pages with different URLs the way common websites do. Therefore, this type of software allows marketers and developers to tag certain actions and behaviors as events. When these actions or events are triggered the software records the user behavior.

Product analytics software helps product owners assess the performance of their digital experiences. As opposed to web analytics, product analytics is more concerned with how authenticated users behave while using your app. Product managers use these tools to understand if certain features are being used, how easily users are able to navigate the app, and what features should be added next. 

Website analytics software collects data about user behavior on a website and provides reports summarizing that data. An important feature of web analytics software is the ability to define and measure objectives. This involves defining metrics that represent the desired actions you want users to take on your website.  Other features offered by these providers are heat maps, session replay, and cohort segment analysis.

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Google Optimize is a free website testing and optimization tool that helps businesses improve the user experience of their websites. With Optimize, businesses can A/B test different versions of their website, known as "experiments," to see which version performs better. Optimize integrates with Google Analytics, allowing businesses to track and analyze the results of their experiments and make data-driven decisions about their website. Optimize also provides tools for targeting specific audiences, personalizing experiences, and improving website performance.

Google Analytics provides measurement tools for both websites and mobile apps. It's a free offering from Google and is the most widely used digital analytics software in the United States. Google Analytics integrates easily with other Google products such as Google Ads, Google Cloud, and Google Search Console. Google has also been introducing predictive capabilities using machine learning.

Heap is a digital analytics platform that emphasizes the importance of customer journeys. An interesting feature of Heap is its session replay capability. This allows marketers to see videos of how actual users are navigating their websites. This can make it easier to find solutions to UX problems that show up in data and reports. The platform's Illuminate product leverages machine learning to alert marketers to friction points and opportunities for improvement.

mParticle is a customer data platform that offers tools for unifying customer data, building predictive segments, and using that intelligence to execute campaigns. The software's data features are impressive. They offer integrations for importing customer data (a standard for CDPs) but also include powerful tools for data quality, governance, and compliance. Proper data planning and documentation are baked into the software.mParticle's segmentation features include standard profile filtering, but also audience A/B testing, custom calculated attributes, and a robust drag-and-drop journey orchestration tool. The software's campaign features include native integrations to a range of 3rd party ad and marketing apps and a LiveRamp integration that supports syncing customer data to 550+ martech and adtech destinations.In January 2022, mParticle purchased Indicative, a customer journey analytics platform. Indicative offers some unique visualizations for analyzing multi-path funnels and customer journeys. The software also includes tools for A/B testing different journeys and segmentation configurations.&nbsp;

Adobe Analytics is a web analytics tool and part of the Adobe Experience Cloud. The software gives businesses insights into customer behavior and engagement on their websites and mobile apps. It helps businesses understand how customers interact with their digital properties, allowing them to optimize their digital experiences and drive conversions. Some of the primary features of Adobe Analytics include:<ul><li>Data Collection: Adobe Analytics can collect data from steaming media, your data warehouse, website, apps, and offline sources. The software also features custom variable definitions and Launch, the company's tag management tool.</li><li>Segmentation: Adobe Analytics allows businesses to segment their data by different criteria, such as demographics, behavior, and engagement. The software's visual clustering feature allows you to build cluster sets and identify new combinations of targeting criteria for new segmentation strategies.</li><li>Analysis: Adobe offers a number of ways to dive deep into your data including, custom metrics, cross-device analysis, customer journey analytics, and more. &nbsp;</li><li>Integration: Adobe Analytics can be integrated with other Adobe Experience Cloud products, such as Adobe Target, Adobe Advertising, and Adobe Audience Manager, and with a range of third-party applications.</li></ul>

Amplitude Analytics is the web and mobile analytics component of the Amplitude suite of products, and helps businesses optimize their user experience. It uses data to provide insights into user behavior, engagement, and conversion rates, allowing companies to make data-driven decisions on product development and marketing strategies. Here are the key features of Amplitude Analytics: &nbsp;Cohort Analysis: Group users by sign-up date, demographics, industry, or other dimensions to quickly identify what factors are driving conversion and retention.Campaign Performance: A great feature for marketers, this component provides attribution, engagement, and ROI reports for user acquisition channels. Leverage these reports to optimize your marketing channel priorities and maximize ROI.Customer Journey Analytics: Get visibility into how your users navigate and utilize your apps. Analyze high-level, aggregated paths, or drill down to the individual user level.&nbsp; Predictive Analytics: Amplitude's machine-learning tools provide forecasts of purchases, user growth, and other KPIs. They also feature predictive targeting based on the likelihood to buy or churn.Custom Reports and Dashboards: Amplitude features a robust set of reporting tools. Create spaces for different teams, and build custom dashboards that can be converted to templates and workflows.&nbsp;

Pendo is a product analytics platform that helps companies optimize their product experiences. In addition to product analytics tools, Pendo also includes tools for in-app guides, and user feedback. With Pendo, companies can gain insight into how users navigate their products, which features are being used (and not used), and where users are struggling. Important features of Pendo include:Analytics: Leverage a wide range of integrations to easily sync data to Pendo with little to no engineering effort. Gain insights into how your software is used with feature adoption reports, cohort analytics, customer journey visualizations, custom dashboards, and more.&nbsp;In-App Guides: Pendo's Visual Design Studio provides an easy-to-use interface to create custom guides without assistance from your development team. The guides feature also supports NPS polls to get quantitative feedback on user satisfaction.User Feedback: Provide users with an option to provide direct and immediate feedback about new features, current features, or bugs. Users can see the status of their feedback within the app.Roadmaps: Share your product vision with internal teams using Pendo's sleek, drag-and-drop interface. This tool allows stakeholders to vote on features and project customer value to aid prioritization. You can also include data from guides and feedback to show how customer requests align with current priorities.

FullStory is a product analytics platform that helps optimize customer experiences across your websites and mobile apps. It offers features such as session replay, heat maps, and funnel analytics to give businesses a comprehensive understanding of their customer's behavior and pain points. With FullStory, businesses can uncover insights that enable them to create more personalized and effective marketing campaigns, as well as improve their overall customer experience.

Airbyte is an open-source data integration and analytics platform that enables users to connect and replicate data from various sources to your data warehouse. It provides pre-built connectors to databases, applications, APIs, and file storage systems. Airbyte supports both one-time and incremental data replication and provides a monitoring dashboard to keep track of the data flow.Airbyte also offers data management features such as schema mapping and transformation, data validation, and error handling.