The term cohort in mobile marketing is referred to a group of users who share a common characteristic or experience within a specific time frame. For example, a cohort might consist of all users who installed a particular app during a specific month or all users who made a purchase through the app during a black friday promotion. Cohorts can be used to better understand the behavior of different groups of users and to optimize their marketing efforts accordingly.
Cohorts are important to marketers because they allow them to better understand the behavior and characteristics of different groups of users. By analyzing data from different cohorts, marketers can identify trends and patterns that can inform their marketing strategies. This can enable marketers to make more informed decisions about engaging and retaining their customers. For example, a marketer might use cohort analysis data to identify patterns in customer behavior that can indicate a churn or to identify factors contributing to higher engagement and retention levels. In doing so, marketers can tailor their marketing efforts to meet their users' needs and preferences and more effectively target their marketing efforts to the right audiences. Overall, cohort data can help marketers better understand their customers, optimize their marketing strategies, and ultimately drive better business outcomes.
There are several ways that marketers can use cohorts.