Creating a cohort analysis to understand user acquisition

Advanced segmentation is available on all plans, except for the legacy ESSENTIAL plan.

A cohort analysis enables you to observe how a specific group of customers evolves over time. In ChartMogul you can easily create and compare cohorts in the different charts to understand your customer's behaviour. In this article, we will segment customers by quarter to see trends in acquisition and retention. 

Comparing customer cohorts by quarter

  1. Go to your subscribers chart
  2. Create a segment for the third quarter of 2017 by using the filter Customer since - between - 2017-07-01 to 2017-09-30 and save the segment as Q3 2017.
  3. Do the same for every other quarter that you would like to add to you cohort analyses.
  4. Select Line and Stacked at the top left of the chart.

 

What we learned

In this example comparison, we can see that the user acquisition is steadily increasing. Furthermore, we can see that customer retention between Q3 2017 and Q2 2018 has been high.

Segments_Q3_2017_-_Q2_2018.png

Next steps 

Other than looking at the number of customers, we can also check the MRR retention of a cohort to see if the customers that are cancelling are large accounts, mainly small accounts or a mix of both. This might help us narrow down the root causes of the acceleration in cancellations. 

Further, we can compare the same cohorts by plan to see if customers are being acquired at a faster rate on one of them. Secondly, we can check if they are more likely to churn on a specific plan. This might help the sales and marketing team to double down their efforts on promoting the plan with the best performance. 

Share your analysis 

Do you have a particular analysis in ChartMogul that has helped gain unique insights? Do you think it could help other users? Please send it to us at support@chartmogul.com