They'd have to roll their own mixpanel though, right? I think unless those big companies are in the analytics space full time already, they'd have a damn diffic

They'd have to roll their own mixpanel though, right? I think unless those big companies are in the analytics space full time already, they'd have a damn difficult time convincing their managers of make v buy. Plus, presumably some of the small companies already using Mixpanel will be big-company-worrying medium companies in due course. On a related note, what has attracted us to Mixpanel so far is that is is very generic - I've not come across a case yet that can't be made to work with the event triggers. Mind you, I've not used it live - just read the docs - so I may be speaking out of my cloaca ;)