I’ll try to publish a few posts with quick start guides (build around resource lists) to different web analytics issues. There’s one in the pipeline for A/B and multivariate testing. This one is about cohort analysis. Here we go:

1. Start by reading cohort Analysis – Measuring Engagement Over Time by Joshua Porter over at 52weeksofUX and see why or if you need to do a cohort analysis.

2. Jonathon Balogh has some more info in his posts:

Introduction to cohort Analysis for Startups (Part 1, Part 2)

How to do cohort Analysis in Google Analytics (Here). Not for the faint of heart.

3. Jeremy Liew writes on the Lightspeed Venture Partners blog how he estimates the lifetime value of a customer with cohort analysis. Hint: if you LVT > CAC (customer acquisition cost) you’re in trouble!

4. And here‘s an interesting way to present the insight from your cohort analysis with Excel. There are of course quite a few paid tools to do cohort analysis, and discussions on Quora on which is the best one.

5. Cohort away.

(It’s important to remember that your cohorts do not necessarily have to be categorized by signing up date. For instance, it would be interesting to analyze how/if users from different acquisition channels differ over time)

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