Cohort Analysis Guide

Questions about the Cohort Analysis Report in your CDP dashboard? Here's a guide to walk you through it!

Cohort Analysis report guide

A cohort is just a grouping of guests, like "all of the guests that placed their first order last month", or "all of the guests that placed an order for delivery". We can trace the behavior of a cohort across the lifetime of guests. By comparing cohorts we can understand how behavior changes over time, across different modalities, etc.

This dashboard will help you to group guests into cohorts, and measure the performance of those cohorts across the lifetime of guests.

Cohort Tables

Each section contains a metric drop-down, as well as a cohort table. Using the metric drop-down, you can select what you want to measure, like "Retention Rate", "AOV", "Cumulative Orders", etc. Each row in the table represents a different cohort. Each column is the number of months relative the start of the guests lifetime. Each cell is the metric for that cohort, that many months after the start of their lifetime.

Let's look at an example. Let's say that we are defining cohorts by "First Order Month", you select "AOV" from the metric drop-down, and we're looking at the row titled "2020-03" and the column "3". The value you find in this cell will be the AOV for orders placed 3 months after customers from 2020-03 placed their first order.

Controls

The controls section allows you to configure how we will define and analyze cohorts.

  1. Cohort By - This control defines what guest attribute we will use to group guests together. By default, we group guests together by their First Order Month.
  2. Total Months - This control defines how long we want to analyze their behavior. By default, we look at 12 months.

Retention and Churn

This section of the report is focused on retention and churn metrics:

  1. Retention Rate - What percentage of the total cohort guests placed an order during this month?
  2. Retention Rate (MtM) - What percentage of the cohort guests that placed an order during the preceding month returned this month?
  3. Churn Rate - What percentage of the total cohort guests failed to place an order during this month?
  4. Churn Rate (MtM) - What percentage of the cohort guests that placed an order during the preceding month failed to place an order this month?

Revenue

This section is focused on metrics related to revenue:

  1. Revenue - How much revenue did we make from any cohort guests that placed an order this month?
  2. Revenue (Cumulative) - How much revenue did we make from any cohort guests since the start of their lifetime until this month?
  3. AOV - Of the orders placed by cohort guests this month, what was the average order value?
  4. AOV (Cumulative) - Of the orders placed by cohort guests since the start of their lifetime until this month, what was the average order value?
  5. Average LTV - Across all the guests in this cohort, on average how much have they spent since the start of their lifetime until this month?

Volume

This section is focused on counts of guests orders, etc:

  1. Guests - How many guests return this month?
  2. Orders - How many orders were placed by cohort guests this month?
  3. Orders (Cumulative) - How many orders were placed by cohort guests since the start of their lifetime until this month?
  4. Orders per Guest - How many orders were placed per cohort guest that returned this month?
  5. Orders per Guest (Cumulative) - How many orders were placed per cohort guest since the start of their lifetime until this month?