Insights Behavioral: Create a Cohort of Customers Based on Starting Month

One of the most useful analyses you can create about your subscription business is a customer cohort analysis based on starting month. You can perform a cohort analysis in Insights by creating a segment.

This tutorial demonstrates how to use Insights to create a segment that includes all of your accounts that started their first subscription in January 2015.

To create the segment:

1. Navigate to Insights > Segments.

   The Segments page opens and displays a list of segments.

2. Click Create Account Segment:

   

   The query builder opens.

3. Click Add criterion, then select Where an attribute value is.

4. Select Account Start Date:

   

5. Select is between, then specify 1 January 2015 and 31 January 2015:

   

   Insights displays a preview of the accounts that will be included in the segment. For example:

   

   See Create a Segment for more information about using the segment builder.

6. Click Save as Segment.

   The Save Account Segment page opens.

7. Name the segment "Cohort: Start Month: 2015-01", then click Save.

Insights displays the profile page of the new segment. On the profile page, you can monitor the rate of cancellations for the cohort over time:

You can also view summary statistics that you can subsequently compare with other monthly cohorts:

Including statistics like a breakdown of active and churned subscribers in the cohort.