Cohort analysis to create an ideal client profile

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Cohort analysis is most useful when it comes to creating a detailed customer profile.

First, the image criteria, the time period for observation and the purpose of the study are determined. Let's say you have your own customer base and you need to calculate your ideal buyer. To do this, you need to divide all buyers into segments using questions asked on seven parameters. Below are examples of areas and outlook email list groups:

The customer is ready to purchase

Last year's buyers, who did not need numerous contacts and pressure to make a decision and showed interest already at the first stages of the sales funnel.

Last year's customers who had a lot of work done before they paid for their use.

Voluntary decision (interest)

Last year's clients who paid for the product after working with the demo version.

Last year's clients who paid for the product without additional incentives or promotions.

Purchasing power level

A group of customers from last year who purchased products at full price.

A group of last year's customers who purchased products on a prepaid basis.

Potential for moving towards success

A group of buyers from last year who received their first results for a specific time XX after paying for the order.

Last year's customers were the ones who were the most committed to the product, with an NPS (Net Promoter Score) of 9 or 10.

Marketing performance

Last year's buyers who made a purchase in less than XX days/weeks.

Last year's buyers, who were acquired at a lower cost than planned.

Potential expansion opportunities

Customers from the previous year who have seen a certain increase in the number of active accounts during the period of using the product.

Last year's buyers who had their companies expand by 2 or more departments.

Potential opportunities for brand promotion

A group of last year's buyers who left at least one positive review on another online resource.

Last year's customers who led two or more new users to make a purchase.

Collecting information using cohort analysis will help you create a profile of your ideal client.