In marketing and analytics, a Cohort refers to a group of people who share a common characteristic over a given period of time.
For example, users who signed up for a service in the same month or customers who made their first purchase during a specific promotion.
The analysis of cohort is a valuable technique because it allows companies to examine specific patterns over time and evaluate the behavior or performance of different segments or groups. Instead of looking at general metrics, the analysis of cohort goes deeper, helping brands to identify trends, retain customers and optimize strategies for specific groups.
This is especially useful in businesses with subscription models or SaaSwhere customer retention and lifetime value (LTV) are key metrics.
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