Cohort performance reporting¶

You can analyze the conversion rate or revenue impact of a cohort if it was the audience of a marketing campaign. You can do the analysis through filters and measures based on a configurable attribution window. The attribution window is the interval in which the transactions by customers included in a cohort or campaign can be credited to the same cohort or campaign.

The default attribution window range in Metrics is [0:14] where 0 to 14 is the range of days from the actual execution date of the cohort or campaign during which transactions are to be considered within the attribution window. The lower and upper bounds of the attribution window can be configured using the format [X:Y] where X is the lower bound and Y is upper bound in days. When customizing the attribution window range for your look or dashboard, you must use the [X:Y] format to get the correct results. Also, note that one transaction can be attributed to multiple campaigns if the transacting customer received multiple campaigns that influenced the same transaction.

Dimensions and measures for Cohort Analysis¶

Launchpad dashboard¶

The Cohort Analysis feature has an out-of-the-box dashboard: Cohort Insights for Segments. To access this dashboard, click Analytics > Metrics > Metrics Launchpad. You can use this dashboard to compare various campaigns or segments across key performance indicators and insights, such as revenue trend segment, AOV, transaction counts, gender split, cross-channel behavior, and store performance.

Accessing dimensions and measures in the Cohort grouping¶

As a marketer or analyst, you can access dimensions and measures in the Cohort grouping to analyze the subsequent buying behavior of customers acquired during a promotion such as Black Friday weekend.

1. Sign in to your CDP user interface.
2. Click Actions > Campaigns+.
3. Create a campaign and define your audience as all customers who made their first purchase over the Black Friday weekend.
4. In Destination, enable the Cohort Analysis toggle bar.

5. Save the changes and execute the campaign.

   Cohort is available for analysis only after completion of campaign execution, which typically takes 10-15 minutes until the cohort is available in Metrics.

6. Click Analytics > Metrics.
7. At the top-right, click New > New Look.

8. Expand the Cohort group.

   This group contains dimensions and measures.

9. Click the Filter by field for the following to add them to your Look:
   • Dimension: Cohort Campaign Name, Cohort Campaign ID

   • Measure: Buyer Count 

     

10. Click Run. 

    The system displays the total number of buyers in your cohort, which means the number of customers acquired during the Black Friday weekend in 2023.

11. Expand the Transaction group, click the Filter by field option for the Transaction Date field, and add the Transaction Date filter to the Look.

    Use the is on or after and (absolute) date filter options.

12. Click Run. 

    The system displays the number of customers in your cohort who have made a subsequent purchase after the Black Friday weekend.

    

    Further analysis on your cohort can reveal information such as revenue per customer, average order value (AOV), products purchased, and recent engagement.

Tracking a segment or audience size¶

As a marketer or analyst, you can track the size of a segment or audience over time. For example, monitor the growth or decline of your e-mailable customer base.

1. Sign in to your CDP user interface.
2. Click Actions > Campaigns+.
3. Create a campaign to acquire your e-mailable customer base.
4. (Optional) Divide the audience into:
   • Rule-based segments
   • Random variants
   • Both segments and variants on the segments
5. In Destination, enable the Cohort Analysis toggle bar.
6. In Summary, schedule your campaign to run weekly or monthly depending on how frequently you want to capture your audience size.
7. Click Save.
8. Click Analytics > Metrics.
9. At the top-right, click New > New Look.

10. Expand the Cohort group.

    This group contains dimensions and measures.

11. Click the Filter by field option for the following to add them to you Look:

    • Dimension: Cohort Campaign Name, Cohort Campaign ID, Campaign Execution Date
    • Measure: All Individuals Count

    If you set up segments while creating the campaign, add their names in the Segment Name field in Dimension.

12. Click Run.

13. Expand Visualization and select a data display option to track growth over time. For example, a table or graph.

    

Comparing the performance of marketing campaigns¶

As a marketer or analyst, you can compare the performance of your marketing campaigns.

1. Sign in to your CDP user interface.
2. Click Actions > Campaigns+.

3. Select the marketing campaigns that you want to analyze.

   Ensure that the Cohort Analysis toggle bar is enabled for the selected marketing campaigns.

4. Click Analytics > Metrics.
5. At the top-right, click New > New Look.

6. Expand the Cohort group.

   This group contains dimensions and measures.

7. Click the Filter by field option for the following to add it to your Look:

   • Dimensions: Cohort Campaign Name, Cohort Campaign ID, Campaign Execution Date

     The default attribution window in Metrics ranges from [0:14], where 0 corresponds to the campaign execution date. To modify the attribution window, add the filter ‘AttrWindow Range in Days’ and adjust it as required. For instance, [0:7] sets an attribution window of 7 days from the campaign execution date. For a Direct Mail campaign, you might prefer to start the attribution window later to account for mailing delivery time. For example, [7:30] starts the attribution window 7 days after the execution date and extends it to 30 days after the execution date.

8. Click the Filter by field for the following to add them to you Look:

   • Dimension: Cohort Campaign Name (+) Segment Name and/or Variant Name

     Use the Variant Name only if you have used Segments and Variants in your campaign.

   • Measure: Buyer Count in AttrWindow and Total Revenue in AttrWindow
9. Click Run.

10. Expand Visualization and select a data display option to compare the performance of your marketing campaigns. For example, a table or graph.