cohortanalüüsi

Cohort analysis is a type of behavioral analytics that breaks down data into related groups before analysis. These groups, known as cohorts, share common characteristics or experiences within a defined time span. For example, a cohort could be all users who signed up for a service in a specific month, or all customers who made their first purchase during a particular week.

The primary purpose of cohort analysis is to understand user retention and behavior over time. By tracking how different cohorts behave, businesses can identify trends, measure the impact of changes, and optimize their products or services. For instance, a company might analyze cohorts of users acquired through different marketing campaigns to see which campaign brings in the most loyal customers.

The process typically involves selecting a defining characteristic for the cohort, such as acquisition date or first action taken. Then, the behavior of these cohorts is observed over subsequent time periods, often represented in a cohort table. This table usually shows the percentage of users from a cohort who remain active or perform a specific action in each subsequent period.

Key metrics tracked in cohort analysis include retention rates, conversion rates, and customer lifetime value. Insights gained from cohort analysis can inform product development, marketing strategies, and customer support efforts, ultimately leading to improved user engagement and business growth. It helps answer questions like "Are users acquired in January staying with us longer than users acquired in February?" or "Did a recent product update improve the engagement of existing users?"