Cohort Analy­sis is one of the hot top­ics around mobile app ana­lyt­ics and great way for mar­keters to keep a pulse on cus­tomer loy­alty and app churn rate. Cohort Analy­sis is used to look at cer­tain groups of users and fol­low­ing their behav­ior over time. For exam­ple, a new restau­rant may want to see if the cus­tomers who attended the grand open­ing are com­ing back to eat every 1, 3 or 6 months. In mobile ana­lyt­ics, cohort analy­sis usu­ally focuses on seg­ments of cus­tomers that down­loaded the app dur­ing a com­mon time period, and fol­lows that seg­ment over time. This type of data could reveal the expected life-span of an app, how upgrades or exter­nal fac­tors influ­ence app engage­ment or even how early adopter vs. late adopter behav­ior dif­fers. This type of infor­ma­tion is vital for mobile mar­keters in order to make action­able deci­sions around their mobile apps.
Adobe’s App­Mea­sure­ment Libraries have the met­rics already built in to be able to run suc­cess­ful Mobile Cohort Analy­sis. Make sure the default Life­Cy­cle met­rics have been mapped appro­pri­ately to cus­tom vari­ables in Site­Cat­a­lyst. To find out more on the Life­Cy­cle met­rics in detail go to the Help Sec­tion on App­Mea­sure­ment.
This post will focus on run­ning Cohort Analy­sis based on the month of the App Install. To start the analy­sis, check that your site is col­lect­ing the App Install Date in an eVar. The eVar expi­ra­tion should be set to “never”. (If your eVar value is not set to “never”, please fol­low up on about using seg­men­ta­tion for Cohort analy­sis in the next post, how­ever, con­tinue with the remain­ing direc­tions in this post for get­ting things set up).

App Install Date eVar Settings

After deter­min­ing that you have the App Install Date eVar, add a clas­si­fi­ca­tion for “App Install Month” to that vari­able. If you need more back­ground on clas­si­fi­ca­tions in gen­eral please see the Clas­si­fi­ca­tion Guide on the Site­Cat­a­lyst Help site.

cohort_2

Export the SAINT clas­si­fi­ca­tion file, and add the Month and Year to col­umn B. An easy Excel for­mula to use that will do this for you is =TEXT(A6,“MMMM YYYY”). Make sure you have col­umn B cell for­mat set to “Text” so that Excel will not auto­mat­i­cally con­vert the Month and Year back into a date. Save the file as a .tab delim­ited file and upload to SiteCatalyst.

cohort_3

After the file has fin­ished pro­cess­ing you will now have App Install Month Cohorts avail­able in Site­Cat­a­lyst. Now you can see how cer­tain Cohorts per­form against each other. For exam­ple, which App Install Cohort has more app views or app launches this month? Which Cohort has a bet­ter churn rate? You can also trend up to 5 Cohorts in Site­Cat­a­lyst to view met­rics over time.

App Launches by Cohort

Trended Cohort Analysis

The next post will focus using Report Builder for more advanced Mobile Cohort Analysis.

Cohort Analy­sis was also a high­light of the Advanced Mobile Ana­lyt­ics ses­sion at Sum­mit 2013, you can click through to view the ses­sion and more!

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