Cohort

Imagine trying to find out why a specific group of people, let's call them "Team Salsa Riders 2023," makes identical life choices—like all deciding to buy tacos exclusively on Tuesdays. A cohort is essentially that slice of your audience who, for whatever mystical marketing reason, decided to embark on a shared journey, probably while coordinating their life decisions with the precision of a synchronized swimming team. Use cohorts to understand these synchronized patterns, and you'll be one step closer to cracking the code behind their taco obsession.

In marketing, a cohort refers to a specific group of consumers who share a common characteristic or experience within a defined time period, such as the month of first purchase or the date of subscription. This approach enables businesses to track user behaviors over time and analyze patterns, such as retention rates or purchasing behaviors, that are unique to that cohort. By understanding these patterns, marketers can better tailor strategies to improve customer engagement, retention, and ultimately, the lifetime value of the cohorts. Cohort analysis is particularly useful in identifying the impact of marketing campaigns or product changes on varying segments of the consumer base.