Embed Size (px)
Citation preview
Introduction to cohort analysis
Hubert de Cartier
June 4th 2016
#Measurecamp - @Universem - @hubcy
2© www.universem.be
Digital Marketing Consulting
Web Analytics, SEO/Content,
Online Advertising
20 Experts
Google Analytics & GTM Certified Partner
Cohort
Analysis?
Cohort analysis is a subset of behavioral analytics that takes the data from a given
eCommerce platform, web application, or online game and rather than looking at all
users as one unit, it breaks them into related groups for analysis. These related
groups, or cohorts, usually share common characteristics or experiences within a
defined timespan.
Wikipedia
5© www.universem.be
What? In Practice
Example of Google Analytics
6© www.universem.be
First payment date
Evolution over time
What? In Practice
# of paying accounts for MyStartup
7© www.universem.be
What? In Practice
# of paying accounts for MyStartup
First payment date
Evolution over time
Accounts in December
8© www.universem.be
Churn rate = % of people leaving the service month over month.
Cohort to calculate KPI’s
# of paying accounts for MyStartup
9© www.universem.be
Cohort to calculate KPI’s
Monthly turnover for MyStartup
Churn rate can be positive and applied to any metric like % of active users, # of users or turnover
10© www.universem.be
Cohort to calculate KPI’s
ARPU for MyStartup
ARPU = Average Revenues Per User = Turnover / # of users
11© www.universem.be
Lifetime value = ARPU * Gross margin *1
Churn rate
Lifetime value = 60€ * 75% *
= 2250€
A customer stays on MyStartup during 50 months on average
1
2%
Cohorts to calculate KPI’s
12© www.universem.be
Impact of marketing on your cash flow and months to recover your investments:
Cohorts to calculate KPI’s
13© www.universem.be
Months to recover your investments:
-350.000 €
-300.000 €
-250.000 €
-200.000 €
-150.000 €
-100.000 €
-50.000 €
- €
50.000 €
100.000 €
150.000 €
December
November
October
September
August
July
June
May
April
March
February
Cash flow to finance
Cohorts to calculate KPI’s
14© www.universem.be
Two key guidelines for SAAS startups:
Lifetime value > 3* CPA
Months to recover CPA < 12 months
Max CPA for MyStartup = 540€
Inspired by http://www.forentrepreneurs.com/saas-metrics/
Cohorts to calculate KPI’s
15© www.universem.be
Cohort Tools
17
Gembloux – Parc Créalys
Rue Camille Hubert, 13
5032 Gembloux
Tel: +32 (0)81 713 430
Brussels
Avenue H.-Debroux, 40
1160 Brussels
Tel: +32 (0)2 318 23 90
Question Time!
Hubert de Cartier
Partner & Project Director
+32 (0) 81 713 431
@hubcy
