Run Cohort Analysis

Perform a cohort analysis on my Shopify store’s customer data:

Cohort Definition:

  Group customers by their first purchase month
  Track their behavior over the following 12 months


Metrics to Track Per Cohort:

  Retention rate: % of customers who make a 2nd, 3rd, 4th purchase
  Revenue per customer: cumulative revenue over time
  Time to second purchase: average days between 1st and 2nd order
  Order frequency: average orders per customer per month


Cohort Table Format:
Month 0 (first purchase) → Month 1 → Month 2 → … → Month 12

  Show retention % for each month
  Show cumulative revenue per customer


Analysis Questions:

  Which monthly cohort has the best retention?
  Is retention improving or declining over time?
  At what month do most customers churn?
  What’s the “golden window” for re-engagement?
  How do holiday cohorts (Nov/Dec) compare to regular months?


Segments to Compare:

  All customers vs VIP customers (top 20% by spend)
  Discount buyers vs full-price buyers
  Mobile vs desktop first-purchase customers
  Email subscribers vs non-subscribers


Deliverables:

  Cohort retention table (last 12 months)
  Key findings and trends
  Specific actions to improve retention at the biggest drop-off point