SAN FRANCISCO: Digital analytics firm Mixpanel said on Tuesday it has acquired DoubleLoop, a startup specializing in AI-powered business value frameworks, as it seeks to help companies quickly identify key growth drivers.
The deal aims to integrate DoubleLoop’s artificial intelligence technology directly into Mixpanel’s platform, accelerating how product and marketing teams connect their daily work to overarching business outcomes. Financial terms of the acquisition were not disclosed.
The move underscores a broader industry shift away from isolated “vanity metrics” toward interconnected metric hierarchies that show causal relationships. Companies are under pressure to move from strategic planning to measurable results in days, rather than weeks.
“Metrics without context and relationships are just numbers,” said Mixpanel Chief Executive Jen Taylor. “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.”
Mixpanel, which serves 29,000 companies, earlier this year launched “Metric Trees,” a tool that visually maps how product metrics influence business goals. The acquisition of DoubleLoop is intended to supercharge this feature by using AI to automatically generate these maps from a company’s specific strategy.
DoubleLoop was co-founded to address the common problem of product teams shipping features without understanding their impact on key performance indicators (KPIs). The startup’s technology uses AI to create computational models from business strategy, automatically generating a hierarchy of connected goals and outcomes.
“We founded DoubleLoop to help product teams escape the feature factory and drive impact,” said DoubleLoop CEO Dan Schmidt, who noted that 65% of projects fail to create measurable results. “Inside Mixpanel, Metric Trees and AI can… connect business goals directly to user behavior.”
Early adopters of Mixpanel’s Metric Trees have reported a clearer, shared understanding of what drives their business growth.
“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 wedding registry company Zola.
The integration of DoubleLoop’s AI capabilities into the Mixpanel platform is expected to roll out in the coming months.