I tried using MongoDB for the customer-facing analytics of a large e-commerce marketplace. It didn't work very well. The problem is that at some point you end up wanting joins.
MongoDB was actually the third try. My first two attempts were BigQuery and Keen, neither of which worked out because they support only one index - time. Users want to slice and dice by various axes! And there's an obvious additional index you need - "merchant" - which column stores usually say propose setting up isolated partitions for. If you do that, you can't ask questions across the whole system!
We ended up with Postgres. It was actually faster than MongoDB for simple aggregations, and joins made it much better/faster for complicated queries. Of course it only works quickly if your dataset fits in RAM, but terabyte-size instances are pretty affordable and give you a lot of headroom.
That was a couple years ago. I don't know what they're using now, probably the same. It was a frantic few weeks figuring out what was going to work - each of those systems made it to production and quickly discovered to be inadequate in vivo. If you're in a startup, even if you're using exotic NoSQL systems like Google Cloud Datastore or DynamoDB - just use Postgres or MySQL for analytics. It will work long enough for you to figure out something else when you need it.