Cohort analysis is a useful tool for an online marketer. It is a method of studying the behavior of groups of users unit by a certain characteristic or event. Cohort analysis is us to identify patterns and improve marketing strategies: to better understand how users interact with a product or service, and to make inform decisions about . Business growth and development.
The term “cohort analysis” comes from the word “cohort”, which for marketing and economics is defin as “a group of users unit by common characteristics”. For example: users who register in the same month; customers who made their first purchase on a specific day; people who click on an advertising link from a specific campaign; visitors who came to the site from a specific source, etc. Grouping users or customers into cohorts helps to analyze the behavior of not all users at once, but to study the audience within time or behavioral boundaries.
What is cohort analysis us for in marketing?
- Provides the ability to analyze the behavior of site users dynamically;
- Allows you to study how different customer groups interact with the product.
- Helps to determine which acquisition channels work best and adjust costs.
- It is us to analyze the customer churn process, identify factors that influence the decrease in loyalty and, bas on this knowlge, buy telemarketing data develop customer retention measures.
- Effective for increasing profitability. The method helps to evaluate the customer life cycle (Customer Lifetime Value, CLV) and better manage the monetization strategy.
The most common cohort analysis uses cohorts of users or customers bas on time (e.g., user registration in a certain month). User activity (e.g., first purchase or viewing of a specific product), geography, or demographics. The choice of parameter depends on the purpose of the cohort analysis: for example, evaluating the effectiveness of marketing activities or improving customer retention programs.
Cohort analysis is us primarily as a study to help identify common parameters and patterns in the behavior of website users. Here are some examples of cohort analysis: measuring the period of customer activity to optimize loyalty strategies; assessing the impact of changes in a product or website on user behavior; identifying the most effective channel for attracting customers (giving maximum profit and requiring minimum costs to attract a buyer); assessing the results of new incentive events – . Promotions, special offers, discounts – to stimulate long-term customer activity or increase conversion. Using cohort analysis, we can identify a specific segment of users from the mass of visitors and website users attract by a specific promotion, who came in a certain month, or who came to the website from a specific traffic channel.
How to collect data
To collect data, you can use the functionality of popular web analytics systems, such as Google Analytics 4. Basic capabilities for analyzing cohorts among site visitors or buyers are available here. Unfortunately, Google web analytics does not always process data on users attract by Yandex Direct contextual advertising or those . taiwan data Who came from Yandex search qualitatively, and the tool itself is not convenient for all marketers and is often not us to collect information and build end-to-end analytics.
Marketers who. Prefer collecting statistics on site visitors and clients using. Yandex. Metrica can use the counter functionality to conduct cohort analysis. To build an analysis, you ne to start by defining the period for. Which the indicators will be evaluat and identifying cohort parameters (e.g. traffic sources, target audience segments). After defining the parameters, build a report and evaluate the obtain indicators.
Forming cohorts in Yandex Metrica
Similar to cohort analysis in .Google. Analytics 4, in Yandex . Metrica you can form cohorts of users who came to the site. For example, at the . Beginning of 2024 (in February, March, April).
To do this, in the source report:
Select the period and data detail options.
Next, in “Groupings” in the . History” what is a follow-up email section, specify the parameters for the date of the first visit “With a given accuracy” – . Month of the first visit”. Removing all other groupings:
Now all that remains is to select the “Metrics” that you will compare for the configur cohorts:
You receive data on cohorts of. Users who came to the site in individual months: . Data for further processing can be download to. XLSX or CSV, or sav to. PDF. The report template can be sav in the account for repeat data collection.