By analyzing a cohort, you can discern patterns across the customer journey and answer any number of questions — which marketing channels delivered the highest-value customers? At what point do users stop engaging? Where is fraud coming from and how do we shut it down? In this webinar, Looker and Avant discuss the value of cohort analysis, tips and tricks to get the most out of it and specific examples of cohort analyses done by Avant. Some topics covered: -How Avant used cohort analysis to identify and optimize their key acquisition channels -How Avant identified sophisticated fraud rings by cohorting applications by banking and network data -Best practices for using cohort analysis to bubble-up insights -How to identify where cohort analysis could help your business Find the recorded webinar at: http://www.looker.com/resources#ufh-i-180584862-cohort-analysis-get-the-most-out-of-your-data

1. Cohort Analysis
Get more out of your data
December 15, 2015
Presented by

2. — This webinar will be recorded
— We will take questions at the end
— Looker demo at the end
Welcome & Webinar Overview

3. Will Wolfson,
Head of Data Quality,
Avant
Josh Moskovitz,
Customer Engagement Analyst Manager,
Looker
Meet our presenters

4. What is Cohort Analysis and why it
matters
Marketing Acquisition Analysis
Fraud Detection with Cohorts
Overview for Today

5. What is Cohort Analysis?

6. Group subjects
Share a specific facet
"commonality"
Cohort Analysis
Observe behavior (KPI)
over time

7. Why Cohort?

9. How can cohort analysis help a business objectives?
Customer Spend &
Revenue
Design &
Optimization
Engagement &
Retention
Sales &
Marketing
Cool Custom
LookML Metrics
Product Placement User
Registration
Flows
Software-as-a-
service utilization
Source
Attribution
Modeling
Venmo's charge
back measure
Product
Recommendations
A/B Testing Gaming Retention Lead Scoring Upworthy's
attention minutes
metric
Poison Products Cart Check-
outs
Optimizations
Social Network and
Application Activity
ROI and
Breakeven
analysis
Looker's
customer Health
tiers
Funnel Iteration
and Analysis
Feature Utilization

10. Venmo's Charge Back Metric

11. What's driving this approach?

12. We are swimming in data

13. Databases are more powerful

14. Aggregating & Moving Data is Easier

15. Why Looker?

16. LookML
Transform at Query
Looker's Architecture Enables "Near Infinite" Cohorting
FFF
OEM
Embed
App
API
Simple & Repeatable
• Intuitive & reusable modeling language
• Github for collaborative development
• Transformation at query (ELT over ETL)
100% In-database
• Leverage the power of the existing database
• Direct connection to SQL DB for row-level drilling
• Drill into and view the row level details of cohort
members
Adjust, Analyze & Visualize
• Flexible end user exploration in complex datasets
• Consistent definitions of metrics
• Ad-hoc manipulation of cohort definitions
Database
Connection
Connect Describe Explore
- name:
first_purchasers
type:
single_value
base_view: orders
measures:
[orders.customer.all]
The Looker App
Visualization & Exploration

17. Looker's UI Purpose Built for Dynamic Cohorting

18. What does this look like in the wild?

20. Marketing Acquisition Cohort Analysis

21. What acquisition channels would it be wise for Avant to invest in?
-What acquisition channels does Avant use?
-What are the KPIs of an acquisition channel?
-What are we cohorting said KPIs by?

22. Choosing the Best Acquisition Channel
- What conclusions can we draw from this?
- What are our next steps?

23. Fraud Detection with Cohorts

24. Can we identify fraud trends using customer application data?
-What is fraud for Avant?
-What data are we working with?
-What methodology will we use?

25. Conclusions / Next Steps
-Cleanse output and identify false positives
-Automate via scheduling and filtering
-Improve general fraud identification practices

26. Conclusions
• Cohort Analysis groups subsets of users and observes their behavior over
time.
• New database technologies are emerging that allow for easier capture,
movement, and performance.
• To gain more understanding and control over your business, evaluate if you’
re using the right metrics. Test and iterate on your data model - it's a
product too!
• Create KPIs that address the goals of the organization as a whole, and of the
individuals and teams within it.

27. Q & A

28. Thank you
- This webinar will be posted on looker.com
tomorrow.
- Demo Looker at looker.com/demo or stick
around for the live demo!

29. Thank you