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December 8, 2022

How to Conduct Customer Retention & Cohort Analysis

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In this tip, I’m going to show you how to analyze customer retention and conduct cohort analysis in Tableau.

With cohort analysis you group your users based on a shared characteristic to better track and understand their behaviors. Cohort analysis is typically used to understand customer churn or retention.

Cohort analysis is nearly always done for an app launch.
  • First, down the view, the users are divided into cohorts based on when they first installed the app
  • Then, across the view, the users are tracked for 10 days after the launch to see who continued to use it.

Comparing these two groups allows us to see when users are churning so that we can then investigate why.

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