Mixpanel, the global leader in digital analytics, has officially acquired DoubleLoop, a trailblazer in AI-driven business value frameworks. This strategic acquisition strengthens Mixpanel’s reputation as a top-tier digital analytics platform, empowering product and marketing teams to pinpoint key business growth drivers in seconds using AI.
Earlier this year, Mixpanel introduced Metric Trees, a feature designed to help teams visualize and understand the connections between product metrics and business outcomes. By combining this mapping capability with Mixpanel’s extensive suite of tools including behavioral analysis, session replay, experimentation, and feature flagging organizations can now gain actionable insights that drive both product innovation and superior customer experiences.
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Across industries, companies are increasingly moving away from vanity metrics and toward defining clear metric hierarchies and causal relationships. At the same time, businesses face growing pressure to transition from strategy to measurable results within days or hours rather than weeks. Many organizations still rely on slow, manual processes for defining and aligning metrics, creating a bottleneck that slows business growth.
“Metrics without context and relationships are just numbers,” said Jen Taylor, CEO of Mixpanel. “Teams need to know not only which metrics matter, but how those metrics are aligned and connected. That’s why we launched Metric Trees, and the market response has been phenomenal. With DoubleLoop, we can make this game-changing capability more accessible by infusing AI directly into the process to build hierarchies directly from strategy and real-world context.”
DoubleLoop was co-founded by CEO Dan Schmidt and CTO Sumit Gupta to address a common problem: shipping product features without understanding their impact on key business KPIs. According to Schmidt, 65% of projects fail to deliver measurable results. DoubleLoop’s AI technology transforms strategy into computational models, allowing companies to automatically generate metric trees enriched with contextual insights and proven industry patterns. This enables teams to instantly connect individual work to business outcomes and continuously refine those connections as data evolves.
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“We founded DoubleLoop to help product teams escape the feature factory and drive impact,” said Schmidt. “Inside Mixpanel, Metric Trees and AI can do what’s never been possible before: connect business goals directly to user behavior at a scale that empowers thousands of teams to know with confidence which levers truly drive growth.”
Mixpanel customers leveraging Metric Trees report enhanced understanding of metric relationships and improved identification of growth drivers. They can clearly see how product performance influences business outcomes and act on strategic initiatives with confidence.
“Metric Trees are about having a sustained, executive-level view of your product, not just ad hoc analysis,” said Karl Thumm, Senior Director of Data and Analytics at Zola. “The added functionality around metric definitions and the ability to double-click into deeper insights makes it core to truly managing your product properly.”
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