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:
Navigate to Insights > Segments.
The Segments page opens and displays a list of segments.
Click Create Account Segment:
The query builder opens.
Click Add criterion, then select Where an attribute value is.
Select Account Start Date:
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.
Click Save as Segment.
The Save Account Segment page opens.
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.