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by Tim Trefren (Mashable.com)

Tim Trefren is one of the founders of Mixpanel, Inc. a real-time analytics service that helps companies understand how users behave with web applications.

When most people think of web analytics, they think about pageview tracking; basically, measuring which pages on a website are being viewed. Pageview tracking is a well-established technology, but it’s no longer meeting the needs of many of the most well-known companies in social media. Companies like Facebook (Facebook), Zynga, Slide, and RockYou are spending tons of resources building their own internal analytics tools.

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