Some may have only just been acquired
Posted: Mon Dec 23, 2024 4:57 am
As its name implies, the ‘Segmentation’ tool allows users to group customers into segments and report on the number of customers in those segments as they change over time. These reporting points are defined as a fixed point in time (for example 01/01/17). The insight that can be gleaned from such analysis can be instructive in terms of the changing nature of our customer segmentation. However, there are a number of interesting questions that it doesn’t allow us to answer.
The fixed nature of the time points cyprus mobile numbers means that at any given point in time, all of our customers will be at a different place on their journey with our business.others will be about to lapse and some may have lapsed and then re-engaged. Modelling the customer journeys through segments over time following their initial acquisition presents an alternative view.
Answering questions such as ‘18 months after their first purchase, how many people are in each of my 4 customer segments?’ was previously not made possible by the Segmentation tool, because the time points in question are unique to each customer and their individual first purchase date.
This ‘elapsed time’ nature of reporting points is sometimes referred to in marketing literature as ‘Cohort Analysis’. In a chapter of his book Lean Analytics, Alistair Croll states that cohort analysis allows a company to “see patterns clearly across the life-cycle of a customer (or user), rather than slicing across all customers blindly without accounting for the natural cycle that a customer undergoes”.
The fixed nature of the time points cyprus mobile numbers means that at any given point in time, all of our customers will be at a different place on their journey with our business.others will be about to lapse and some may have lapsed and then re-engaged. Modelling the customer journeys through segments over time following their initial acquisition presents an alternative view.
Answering questions such as ‘18 months after their first purchase, how many people are in each of my 4 customer segments?’ was previously not made possible by the Segmentation tool, because the time points in question are unique to each customer and their individual first purchase date.
This ‘elapsed time’ nature of reporting points is sometimes referred to in marketing literature as ‘Cohort Analysis’. In a chapter of his book Lean Analytics, Alistair Croll states that cohort analysis allows a company to “see patterns clearly across the life-cycle of a customer (or user), rather than slicing across all customers blindly without accounting for the natural cycle that a customer undergoes”.