Cohort

What is cohort? Cohort refers to characteristics, events, factors, experiences shared by a group of people. In short, it means a group of people who has something in common.

This similarity that this group of people share can be used to create market segments. These factors and experiences that they share can be used in ad targeting and retargeting.

Cohort analysis/testing

What is cohort testing? What is cohort analysis? Cohort analysis or testing is a practice that aids in the determination of behavioral nature of a cohort over time.

This can be used to see and understand patterns exhibited during the life-cycle of the customer also known as the customer journey. Cohort testing implies collecting, storing, and segmenting historical data that can then be analyzed to draw conclusions or be used to make marketing decisions.