Cohort Analysis
Cohort analysis in Una allows you to track and analyze groups of customers over time based on shared characteristics.
Overview
A cohort is a group of customers who share a common characteristic, typically their acquisition period (the month they became customers). Cohort analysis helps you understand:
- Customer retention patterns
- Revenue expansion and contraction
- Churn trends over time
- Lifetime value by acquisition period
Key Metrics
Retention
Track what percentage of customers from each cohort remain active over time.
Net Revenue Retention (NRR)
Measure revenue growth or decline within a cohort, accounting for:
- Expansion (upsells)
- Contraction (downgrades)
- Churn (cancellations)
Gross Revenue Retention (GRR)
Measure revenue retention excluding expansion, showing the baseline retention before upsells.
Data Sources
Cohort data is stored in:
| Table | Description |
|---|---|
C_Main | Cohort analysis data |
VCohort_Main | Virtual cohort data for analysis |
CB_Main | Customer balance information |
Viewing Cohort Data
- Navigate to the RevIQ section
- Select Cohort from the menu
- Choose your analysis period and segments
- View the cohort matrix showing retention over time
Interpretation
The cohort matrix typically shows:
- Rows: Cohort periods (when customers were acquired)
- Columns: Time since acquisition (months 0, 1, 2, etc.)
- Values: Retention percentage or revenue amount
A healthy cohort analysis shows:
- High retention in early periods
- Gradual decline over time (lower is better)
- Potential expansion lifting values above 100% for NRR