1. Understanding Your Customers Better with Cohort Analysis
Parisa Rai Data Scientist, Netcore Solutions
@RaiParisa

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3. Data Scientist, Netcore Solutions
Speaker
Parisa Rai
Data Scientist, Netcore Solutions
Tech Savvy, Machine Learning, enthusiast, analytically insightful.
Engineering graduate from MIT, Pune
@RaiParisa

4. Agenda Introduction to Cohort Analysis Most impactful Cohorts used
Build cohorts for different Marketing Channels
Netcore Analytics offerings

5. Cohort Analysis: Need of the Marketers
When you observe your customers basis their vintage, you infer that old customers spending more over the years should be focused more as compared to newly acquired customers having a smaller ticket size.
$ 1000
$ 3000
Customer B
Customer A

6. Cohort Analysis: An Introduction
No. of Items in the Cart
For an example, you can compare transactions happening for customers who have newly items to their cart every week for the past 2 months.

7. Items laying in the cart over the weeks
Cohort Analysis: How to create a Cohort 01
Items laying in the cart over the weeks
Acquisition week
Items in the Cart
(Thousands)
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8 15
47.90%
52.90%
46.60%
42.40%
42.60%
39.80%
39.20%
37.70%
13.1
50.50%
54.40%
48.00%
46.40%
43.40%
41.90%
39.50%
12.8
53.50%
55.20%
51.70%
46.90%
45.10%
13.3
56.50%
60.00%
52.80%
49.40%
46.00%
14.3
59.70%
61.30%
55.30%
50.00%
14.2
59.30%
62.10%
54.10%
59.80%
To perform any cohort analysis of your users, you need 3 dimensions:
The characteristic that defines the cohort (Add to cart)
The metric you want to compare (Transaction rate)
Time period to analyse the cohort for (2 months)

8. 01 Measuring Retention Efforts
When comparing year on year retained customers, a brand can measure how well have their retention efforts paid off.
Year of Acquisition
Customer Base
1st year retention
2nd year retention
3rd year retention
4th year retention
5th year retention
2009
4,82,950
95.4%
92.3%
81.8%
71.2%
67.0%
2010
5,10,250
96.1%
94.1%
84.3%
74.5%
70.5%
2011
5,20,329
94.2%
84.6%
75.0%
71.1%
2012
4,95,584
95.9%
93.9%
83.8%
73.7%
71.3%
2013
5,09,365
84.2%
74.4%
2014
5,12,956
84.4%

9. Complaint Requests for Mobile XYZ02
Customer Servicing Cohorts
Re-aligning your customer service strategy by reducing efforts of complaining customers
Complaint Requests for Mobile XYZ
Year of Purchase
Units Sold
<9 Months
1 year
1.5 years
2 years
June 2014
100,000.00
0.3%
3.1%
2.3%
2.1%
Jul 2014
120,000.00
0.1%
1.0%
2.0%
Aug 2014
110,000.00
0.9%
Sep 2014
80,000.00
1.4%
3.0%
2.9%

10. How long before retargeting03
Replenishment Targeting
In e-commerce, the Marketing team will be able to measure the performance of previously identified cohorts against the current cohort. They will retarget the recent customers according to their personas, asking them to “refill” their stock.
Frequency of Purchase
Product purchased
How long before retargeting
Every 6 months
Lipstick
2 months
Every 12 months
Electronics
9 months
Every 2 years
Shoes
18 months after purchase

11. Measuring New Acquisitions’ Performance04
Measuring New Acquisitions’ Performance
Cohorts made on the basis of customer acquisition month helps the brand identify engagement rate with its newly acquired customers.
Acquisition week
Leads (Mn.)
Month 1
Month 2
Month 3
Month 4
1.3
53.70%
55.30%
54.30%
51.00%
1.2
52.30%
54.10%
51.10%
51.70%
52.80%
Newly acquired users tend to be highly engaged as compared to old users

12. Leveraging cohort analysis using Different Marketing Channels
We can track very interesting cohorts for brands who use different Marketing Channels, and build cohorts with the following characteristics:
Tracking users depending on click intensity
Users who have added item(s) to cart on the app but not shopped
Track users basis their time spent on website
Track users who downloaded app after clicking on a download app SMS

13. Netcore Analytics
Age Bucket
Geographical Region
Salary Bracket
25-30
Tier 1
< 6 LPA
LPA
> 12 LPA
Tier 2
30-35
>35
Netcore is the only player in India which provides a full stack solution of Marketing automation with Analytics
Most of the currently available tools for cohort analysis in market do not have the capability to create multi dimensional cohorts

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16. Understanding your customers better with Cohort Analysis
Parisa Rai Data Scientist, Netcore Solutions
@RaiParisa