Cohort analysis is an often-overlooked area of marketing analytics. It involves tracking a group that shares a common characteristic (a “cohort”) over a certain period of time and evaluating outcomes. In this post, we will talk about cohort analysis of leads. This involves following a group of leads which were created in a certain period, say a full quarter, until the leads become wins or losses.
A cohort analysis can provide important insights on which characteristics show that a lead has high potential for conversion to a win. These insights can then be used to determine which type of leads to focus on in the future.
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