The Cohort Analysis feature provides the functionality to identify and analyze an audience or cohort segment. In Customer Data Platform (CDP), you can identify your audience in Actions and analyze them in Metrics, Interactive Queries, or Snowflake data sharing.

Running a cohort analysis is one of the simplest ways to run an experiment for your business. As a marketer, you can run a time-bound campaign with certain characteristics that you want to test. For example, content variants, marketing channel, and target audience. To evaluate the revenue impact of such marketing campaigns, you can define a configurable attribution window and attribute certain transactions to a certain marketing activity. With this, you can analyze the campaigns that add value to your business.

The following are the example use cases:

• Follow the performance of a campaign A/B test: Load audience to Facebook and track sales performance against a holdout group.

• Follow the aggregate buying behavior of a cohort over time: Send emails to specific customers recommending Product ABC on date X and track how many of such customers actually bought Product ABC in the subsequent 30 days.

• Track the migration of calculated customer attributes: Track the LTV distribution of customers who had LTV $100-$200 on date X.