Mixpanel announces €100m European expansion plan

US behaviour analytics venture, Mixpanel, is gearing up for European expansion. 

This will include an HQ in Barcelona that will house 60-70 new employees focused on localised sales, support, marketing, partnerships, accounting, and analytics consulting. There will also be expanded resources in London, along with new offices in Paris and Amsterdam. Accounting for office space, direct and indirect investments, the estimated total spend over the next 10 years is €100 million+.

Mixpanel will also focus on continued investment in enterprise-grade privacy initiatives with its new European data residency programme, which is currently in beta. The venture’s first EU datacentre will be hosted in the Netherlands, with more international regions coming soon. 

Amir Movafaghi, CEO at Mixpanel, says: “Accelerating the pace of product innovation to improve the end-customer experience is a key priority for many ambitious, fast-growing European businesses. We’ve had tremendous traction in Europe and want to double down on our success by investing in both our footprint and the data residency capability of our analytics product.”

The company’s platform is currently used by more than 26,000 businesses, including BMW and Vente Privée.

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