How can marketing teams use cohort analysis in Marketing Cloud Intelligence?

Cohort analysis is a powerful technique that allows marketing teams to analyze and compare behavior patterns among specific groups of users over time. By grouping customers into cohorts based on shared characteristics or experiences—such as sign-up date, purchase behavior, or engagement level—marketing teams can identify trends and variations in how these cohorts interact with marketing activities and campaigns.

This method provides deeper insights into customer engagement, retention rates, and the impact of varying marketing strategies on different segments. It enables teams to recognize which customer groups respond positively to certain messages or promotions and how their behaviors evolve, aiding in the refinement of future marketing efforts.

The analysis of campaign budgets and general trends can provide useful information, but it does not offer the deep, nuanced understanding of customer behavior that cohort analysis provides. Identifying high-performing channels focuses on performance metrics rather than the finer details of customer interactions and trends. Therefore, the use of cohort analysis specifically aligns with comparing different customer segments over time for behavior patterns, making it particularly valuable for targeted marketing strategies.