Cohort Analysis - Big Deal!!


Check out these two interesting/amusing posts: “Cohort Analysis – Measuring engagement over time” and “Measuring engagement over time”.

If I’m getting it right, “engagement” IS what happens over time, so, “measuring engagement over time” is sort of superfluous because “over time” is part of the definition of “engagement” itself. There’s no other way of measuring engagement; at least the engagement that translates into business value.

Check these snippets from the first link:
“One reason why the cohort analysis is valuable is because it helps to separate growth metrics from engagement metrics. “
“This is important because growth can easily mask engagement problems.”
“In reality, however, it may be that people stop being engaged after a couple of weeks on the service. “

Hmm…

Looks like another case of UX/WA folks discovering something that Direct/Database marketing people have known for decadesJ

If you found those posts on “cohort analysis” interesting and useful, do yourself a favour and read the bible on this topic - it’s here (Framework for Engagement & Measuring Engagement Series) and send a "thank you" note to Jim

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