HOW DOES NOIIFYVISITORS' COHORT WORK ?

• Created : Jul, 22, 2020
• Last Updated : May, 04, 2024

WHAT ARE COHORTS :

A cohort depicts the group of certain individuals who have undergone a similar experience in a specific time frame or in a particular time period.

For example - A particular batch of a college who graduated in the year 2020.

In the marketing arena, A cohort shows a group of individuals who have performed a specific event in a particular time span. Cohorts are time-specific in contrast to the segment.

Many people confuse between cohorts and segments.

SEGMENT VS. COHORT :

You can create a segment on the basis of the demographic, geographical, and psychographic factors of the users. Cohorts are also created on the basis of these factors but the difference lies in stating the time-frame for the event. See the below example for more clarity.

For example - You create a segment for the users who fall under the age group of 26 and like blue color.

1) The difference between a segment and a cohort is quite clear and relevant. Segments are not time-specific whereas cohorts include the time-frame which makes the analysis of your campaigns better and more effective.

Also, a cohort exists within a segment. Let us understand with an example :

Suppose you have created a segment on the basis of the preferences and demographic factors. Therefore, you will only include the users who are of age group 26 and like color blue as stated in the above example. Now you can create a separate cohort out of a segment as the users who fall under the segment perform a specific event within a time frame.

For example-  The users of the age group 26 and like blue color purchased the product in the last 30 days.

Note: A larger number of cohorts can exist within a segment.

• Taking the above example, You can create a large number of cohorts for the event of product purchasing such as users who fall under the age group of 26 and like blue color purchase the product today.
• Users who are of age 26 and like blue color purchased the product on the 20th of July.
• Users who are of age 26 and like blue color purchased the product in the last 7 days.

2) You can also create cohorts on special events.

Marketers can greatly benefit from the data of cohorts. They let them simplify the history of the users for future references.

For example- The webinar on Sound healing was attended by 150 people on 26th July 2020. Now you can break down this cohort into specific cohorts by including only those users who are above 40 and attended the webinar on 26th July.

I guess by now, you must be clear about what is a cohort. Now let us know how cohort works.

HOW DOES NOTIFYVISITORS’ COHORT WORK :

NotifyVisitors cohort lets you measure or analyze the users’ behavior over a specific period of time.

Note: Cohort analysis is the evaluation of the activities of a certain cohort that helps you come to conclusions.

For example- You can view the repetitive patterns in the users’ behavior over a period of time in a specific event. You can definitely view how your campaigns are working and evaluate any sort of growth happening within the time frame.

Also, you may know which campaign is performing the best if you are running campaigns on different platforms. Instead of confusing sales figures, you can view the data results of cohorts in the form of percentages. Now, let us divert to the NotifyVisitors dashboard and see how to measure the users’ behavior on campaigns with COHORTS.

HOW TO DEFINE THE VARIABLES OF THE COHORT FILTER :

• Date filter: Define the time span for which you want to view the users’ behavior of different cohorts.
• First event:  Select the first event performed by the users on your website from the drop-down menu.

• Return event: Select the event which defines the return of the users. Choose it from the drop-down menu.
• Partner: Select the partner whose campaigns you want to analyze or put under the scanner.

• Campaigns: Last but not the least select the campaign for which you want to analyze the users’ behavior or the campaign whose cohorts you want to analyze.

HOW DO YOU READ A COHORT TABLE  :

Reading a cohort could be a bit topsy-turvy but you can make it easier with a few tips :

• Rows:  The rows in the table depicts the cohort.

1. The rows in the table give you the details of the cohort of users who are grouped together on the basis of the time at which they performed the event. Referring to the above table, you can view different cohorts of different dates such as 15TH June is Cohort 1, 22nd June is Cohort 2, and so on. Simultaneously you can view the total number of users for each cohort under the Event heading.
2. The percentage values you are watching under the WEEK section shows the customer retention rates of each cohort.

Note: You can view the analytics for a cohort on a daily, weekly, or monthly basis.

WHAT IS THE  CONCEPT OF DAY ZERO (WEEK ZERO OR MONTH ZERO) IN COHORT TABLE :

The concept of day zero could be a little confusing for marketers who are using cohorts for the very first time. It usually represents all the events performed by the users on the same day corresponding to the same date as listed in the same row. The same rule applies for the month and week. (i.e. events performed by the users for the same week and same month).

Points to remember :

• If you want to view the cohort analytics on a daily basis. You can view the events and retention rates for each day and date respectively. For example Day one here would be 11th July and the retention rates would be 42.86 percent which is corresponding to the date 10th July.  For 12th July it would be 90.91 percent. Also, the horizontal values corresponding to the dates show the repetitive behavior of the users.

Note: You can view the cohort analytics in aggregate on the very first ALL section

• The same rule applies for a weekly basis. For example: The week begins on 15th June. Therefore, week zero would be the same week, i.e. from 15 to 22, so the week zero retention rates would be 100 percent with total users 263 and then for week 1, i.e. from 22-29 it would be 75 percent and so on.

WHAT DOES THE COLOUR INDICATES ABOUT THE COHORT ANALYTICS :

• The darkest color in the rows or cells depicts the highest percentage value. 
• The light orange shade depicts the average percentage values.
• The palest ones show the lowest ones.

With the detailed description of cohorts and how they work, you must have got an idea about the cohort filters and other intricate features.