What Cohort Analysis reports should we start with?

Help! We heard that cohort analysis is important, where do I start?

What is a cohort?

Cohort Analysis is an analytical technique that focuses on analyzing the behavior of a group of users/customers over time to be able to uncover insights about the experiences of those customers.

Peel places customers into cohorts when they first make a purchase with your brand. They never graduate out of a cohort, they will and forever be a part of the cohort of when they first made a purchase. For example, if you made a purchase in January 2021 then you will always be a part of that cohort. Any repurchase behavior that you make will be assigned to the January 2021 cohort.

Cohort Analysis provides a complete look at your customer journey, so how you acquired the customer or contact them throughout their journey will allow you to see the impact of those experiments on the customer's future purchasing behavior with your brand.

Two primary purposes of cohort analysis are: one-time campaign retrospection and ongoing user engagement benchmarking.

For example, if you are running a promotional campaign that sells a trial set of your product for a below margin discount you probably want to know if those customers who bought that discounted product come back and make a full-price purchase or purchase again in the future, or when do they come back or how much do they spend on average in their lifetime with your brand. All these questions can be answered with Peel’s cohort analysis.

Peels cohort analysis allows you to look at the behaviors of your customers over time, broken down by calendar month. You can see the number of customers who first made a purchase with your brand in that month. Peel also offers other cohorts within the segmentation.

  • Discount cohorts - if people used a discount code or not.
  • Subscriber cohorts - if people are a subscriber or transactional customer.

Why is it beneficial?

Using cohorts allows you to group people by their behaviors and see what patterns have resulted. For example, Peel's robust segmentation allows you to then see the cohorts based on the first product purchased, the discount code acquired with, the attribution channel, the product type, the sku, the location, the payment gateway, the customer tag, etc., all that was on their first purchase.

This type of analysis is instrumental in understanding the behaviors of your customers in their lifecycle journey with your product.

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Cohorts 101:

  1. Repurchase Rate by Cohort
  2. Lifetime Value of a Customer
  3. Customers Returning Rate

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Cohorts 200 Level:

  1. Cohort AOV per Month
  2. Days Since First Order
  3. Refunds by Cohorts
  4. LTV to CAC Ratio

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Cohorts 300 Level:

  1. Repeat Orders Rate per Cohort
  2. Gross Margin Per Month
  3. Gross Margin Rate Per Month

What’s Next

Segmentation to see all the drivers of your data.