What insight does cohort analysis primarily provide in Marketing Cloud Intelligence?

Cohort analysis primarily provides insights into customer behavior trends by allowing marketers to group users into cohorts based on shared characteristics or experiences over a specific timeframe. This method enables marketers to track and analyze how different groups of customers interact with products or services, identify patterns over time, and understand how behaviors change in response to various factors, such as marketing campaigns, product changes, or seasonal variations.

By analyzing these trends within cohorts, businesses can make data-driven decisions to improve customer engagement, increase retention rates, and tailor marketing strategies to meet the specific needs of different groups. The focus is on understanding customer behavior rather than high-level metrics pertaining to market shares, advertising effectiveness, or internal employee performance, which are not the primary aim of cohort analysis.