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Introduction to cohort Analysis - MeasureCamp Paris

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Presentation (and great discussions) on the cohort analysis given at MeasureCamp Paris on June 4th 2016. Specific focus on SaaS businesses.

Veröffentlicht in: Marketing

Introduction to cohort Analysis - MeasureCamp Paris

  1. 1. Introduction to cohort analysis Hubert de Cartier June 4th 2016 #Measurecamp - @Universem - @hubcy
  2. 2. 2© www.universem.be Digital Marketing Consulting Web Analytics, SEO/Content, Online Advertising 20 Experts Google Analytics & GTM Certified Partner
  3. 3. Cohort Analysis?
  4. 4. Cohort analysis is a subset of behavioral analytics that takes the data from a given eCommerce platform, web application, or online game and rather than looking at all users as one unit, it breaks them into related groups for analysis. These related groups, or cohorts, usually share common characteristics or experiences within a defined timespan. Wikipedia
  5. 5. 5© www.universem.be What? In Practice Example of Google Analytics
  6. 6. 6© www.universem.be First payment date Evolution over time What? In Practice # of paying accounts for MyStartup
  7. 7. 7© www.universem.be What? In Practice # of paying accounts for MyStartup First payment date Evolution over time Accounts in December
  8. 8. 8© www.universem.be Churn rate = % of people leaving the service month over month. Cohort to calculate KPI’s # of paying accounts for MyStartup
  9. 9. 9© www.universem.be Cohort to calculate KPI’s Monthly turnover for MyStartup Churn rate can be positive and applied to any metric like % of active users, # of users or turnover
  10. 10. 10© www.universem.be Cohort to calculate KPI’s ARPU for MyStartup ARPU = Average Revenues Per User = Turnover / # of users
  11. 11. 11© www.universem.be Lifetime value = ARPU * Gross margin * 1 Churn rate Lifetime value = 60€ * 75% * = 2250€ A customer stays on MyStartup during 50 months on average 1 2% Cohorts to calculate KPI’s
  12. 12. 12© www.universem.be Impact of marketing on your cash flow and months to recover your investments: Cohorts to calculate KPI’s
  13. 13. 13© www.universem.be Months to recover your investments: -350.000 € -300.000 € -250.000 € -200.000 € -150.000 € -100.000 € -50.000 € - € 50.000 € 100.000 € 150.000 € December November October September August July June May April March February Cash flow to finance Cohorts to calculate KPI’s
  14. 14. 14© www.universem.be Two key guidelines for SAAS startups: Lifetime value > 3* CPA Months to recover CPA < 12 months  Max CPA for MyStartup = 540€ Inspired by http://www.forentrepreneurs.com/saas-metrics/ Cohorts to calculate KPI’s
  15. 15. 15© www.universem.be Cohort Tools
  16. 16. 17 Gembloux – Parc Créalys Rue Camille Hubert, 13 5032 Gembloux Tel: +32 (0)81 713 430 contact@universem.be Brussels Avenue H.-Debroux, 40 1160 Brussels Tel: +32 (0)2 318 23 90 contact@universem.be Question Time! Hubert de Cartier Partner & Project Director +32 (0) 81 713 431 hubert@universem.be @hubcy

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