Marketing Cohort Analysis Checklist
Cohort analysis is a powerful tool for a company to gain insights into customer behavior, identify trends, and optimize marketing strategies. Check the status of each step once the activity is completed to ensure a systematic and effective process.
Field | Status |
Determine the key segmentation criteria (e.g., acquisition channel, product/service type, customer demographics) for your analysis. | |
Establish the time periods for cohort grouping (e.g., monthly, quarterly, annually). | |
Collect historical data on customer interactions, including acquisition, conversion, and retention metrics. | |
Ensure data accuracy and consistency across all relevant sources (CRM, analytics tools, etc.). | |
Segment customers into cohorts based on the defined criteria and time periods. | |
Label each cohort for easy reference (e.g., "Q12053 Paid Search," "Enterprise Clients"). | |
Calculate key performance indicators (KPIs) for each cohort, such as: | |
Create visualizations, such as cohort retention curves and stacked bar charts, to illustrate trends and patterns. | |
Use tools like Excel, Tableau, or Google Data Studio for effective data visualization. | |
Identify differences in behavior and performance between cohorts. | |
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