Cohort Analysis

Cohort analysis is an analytical method in marketing and web analytics, where user groups (cohorts) are examined that share a common characteristic or event – for example, the registration date or the time of a first purchase. The goal is to track the behavior of these groups over time and identify patterns or trends.

In contrast to traditional analyses that consider all users in aggregate, cohort analysis enables a detailed examination of user development and customer retention. This allows companies to determine how different customer groups behave over time and which measures are particularly effective.

An example: An e-commerce company analyzes how users who registered in January shop or remain active after 30, 60, and 90 days compared to those from February. Insights from this help develop targeted marketing strategies for different cohorts.

The advantage of cohort analysis lies in precise segmentation and long-term success measurement. Companies can specifically address different user needs, optimize campaigns, and improve customer retention.

For data-driven companies, cohort analysis is an indispensable tool to understand user behavior, increase marketing efficiency, and foster sustainable growth.