Article

Jay Dalvi
Jay Dalvi 1 April 2016

Data Driven Marketing using Cohorts

This post is aimed at marketers, to help them identify hidden trends in their data using some conventional data driven analysis via Cohorts and drive marketing efforts where its critical.

Data is a strong suite of some digital marketers while some struggle with big sets of data. It’s becoming easier than ever to process arrays of time series data to derive interesting insights. These series of posts are aimed at marketers, to help them identify hidden insights in their data using some conventional data driven analysis and help focus marketing efforts where its critical.

screen-shot-2016-03-19-at-14-42-23-(1).png

We’ll start with Cohorts.

Cohorts are a conventional form of data driven analysis, they help you identify a “behaviour” or “trend” of a group of people over a given time period. Imagine all the users who install your app on day zero, a cohort analysis will help you see how that ‘cohort’ of people behave (which events do they perform) on Day 1,  Day 3, Day 7 and so on. Cohorts can help answer common questions like – “How does the on-boarding cohort look like?” or “They explore our app well, but are they converting?” or “Each download is costly, why are my sign ups so low?” or “What did they do just before installing?” or the pseudo intellectual one,”Where’s the ‘drop-off’? No one knows. Most tools draw an on-boarding or attrition cohort out of the box however would’t it be interesting to be able to do any event to any event cohort?

Marketing campaigns using Cohorts

Cohorts are only seemingly complex, idea is to read them left to right with two events in mind. I’mm going to go through a few uncommon ones today.

Retention Cohort : This cohort shows how many people App Installed for the first time, and went on to perform App Launched again on subsequent days.

Onboarding Cohort

Campaign Strategy : A drop from 60% on an average to 20% on day 6 is an overwhelming loss of new users not returning to the app. Two marketing strategies to consider would be to either
(1) Ensure a consistent return by engaging non-returning users on days following the install or
(2) Identify a significant drop on a particular day, and target a campaign for that day. Something like this;

InAction and CleverCampaign

Feature Cohort: The unique ability to plot any event to any event cohort makes CleverTap cohorts one of a kind. Feature cohorts are fun and help you determine sticky quotients of any features/section/functionality and how often do users actually use them. Here, the users are in fact returning to use the feature but there’s a sharp difference when comparing usage on Fri-Sat-Sun to Mon-Tue-Wed.

Feature Used Cohort

Campaign Strategy: A cohort of people are not using certain features of your app at all on the weekends, a good campaign to do would be an in-app nudging users on the day they do use the feature to use the feature on the weekends for an added incentive.

InApp Notification

InApp notification

 

 

Attrition Cohort : Reinforcing the any event to any event ability + App uninstall tracking out of the box, you can not only look at standard attrition (Install to Uninstall) but rather any event to App Uninstall. Some exciting ones you can track are Charged to App Uninstalled, On-boarding Completed to App Uninstalled or App Crashed to App Uninstalled.

ProTip:  App Uninstalled to App Launched – how many people are actually reinstalling your app.

Attrition Cohort

Campaign Strategy: You can identify popular patterns which are major causation factors for an Uninstall. The cohorts shows a trend of people uninstalling the following day of an event App Crashed. On an Action’s date and time trigger campaigns here can save the day, it lets you react immediately to a crisis situation (email or push notification) and offer to serve better, report the error or buy them a candy if you have to.

App Crashed Notification

Cohorts can be extremely useful to determine a broader audience behavior trend and help you drive campaigns that really matter. Looking forward to some awesome cohort driven campaigns on CleverTap, we’ll talk Funnels next week. Comments go in the comment section.

Learn more about CleverTap Cohorts

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
Infographic - The Best Times and Days to Post to Social Media

Infographic - The Best Times and Days to Post to Social Media

With the social media landscape changing literally every single day, it's become a full-time job for social media managers to merely stay up-to-date on emerging and shifting trends and best practices. It's tedious, time-consuming, detail-oriented, and, quite frankly, a bit of a headache. But thanks to this new infographic, some guessing can be taken out of social media management.

Will Price
Will Price 21 September 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more