It looks like Heap is making some progress with their UI which I'm glad to see.<p>That said, I'd love to see Heap pull in the rest of the web analytics picture. Event data is interesting, and they seem to have a decent solution for the issue of setting up a massive amount of event tracking (and losing all the data you haven't set events for yet). However event data in a silo without the context of things like referral URLs, search query data, campaign metrics, etc. are critical for gaining the full picture.<p>Perhaps I didn't tinker with the demo enough, but I didn't see those pieces of the puzzle present. For any online marketer serious about analytics, you need the complete picture under one roof.<p>That said, this is a great step forward in a space where this pain point around setting up event tracking has been largely unsolved for some time. I wouldn't be sad at all to see them acquired by someone like MixPanel, KissMetrics, or Google.
So is the "massive custom data store" using Postgres or is it something totally different? Dan's answer sounds like Postgres + Citus DB is the current setup.