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Cohort Analysis -Get more out of your Data
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Transcript of Cohort Analysis -Get more out of your Data
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Cohort AnalysisGet more out of your data
December 15, 2015
Presented by
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— This webinar will be recorded
— We will take questions at the end
— Looker demo at the end
Welcome & Webinar Overview
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Will Wolfson,Head of Data Quality,
Avant
Josh Moskovitz,Customer Engagement Analyst Manager,
Looker
Meet our presenters
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What is Cohort Analysis and why it matters
Marketing Acquisition Analysis
Fraud Detection with Cohorts
Overview for Today
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What is Cohort Analysis?
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Group subjects
Share a specific facet "commonality"Cohort Analysis
Observe behavior (KPI) over time
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Why Cohort?
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How can cohort analysis help a business objectives?Customer Spend &
Revenue Design &
OptimizationEngagement &
Retention Sales &
MarketingCool Custom
LookML Metrics
Product Placement User Registration
Flows
Software-as-a-service utilization
Source Attribution Modeling
Venmo's charge back measure
Product Recommendations
A/B Testing Gaming Retention Lead Scoring Upworthy's attention minutes
metric
Poison Products Cart Check-outs
Optimizations
Social Network and Application Activity
ROI and Breakeven
analysis
Looker's customer Health
tiers
Funnel Iteration and Analysis
Feature Utilization
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Venmo's Charge Back Metric
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What's driving this approach?
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We are swimming in data
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Databases are more powerful
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Aggregating & Moving Data is Easier
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Why Looker?
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LookMLTransform at Query
Looker's Architecture Enables "Near Infinite" Cohorting
FFF
OEM
Embed
App
API
Simple & Repeatable• Intuitive & reusable modeling language• Github for collaborative development• Transformation at query (ELT over ETL)
100% In-database• Leverage the power of the existing database• Direct connection to SQL DB for row-level drilling• Drill into and view the row level details of cohort members
Adjust, Analyze & Visualize• Flexible end user exploration in complex datasets• Consistent definitions of metrics• Ad-hoc manipulation of cohort definitions
Database Connection
Connect Describe Explore
- name: first_purchasers type: single_value base_view: orders measures:[orders.customer.all]
The Looker AppVisualization & Exploration
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Looker's UI Purpose Built for Dynamic Cohorting
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What does this look like in the wild?
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Marketing Acquisition Cohort Analysis
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What acquisition channels would it be wise for Avant to invest in?
-What acquisition channels does Avant use?
-What are the KPIs of an acquisition channel?
-What are we cohorting said KPIs by?
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Choosing the Best Acquisition Channel
- What conclusions can we draw from this?
- What are our next steps?
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Fraud Detection with Cohorts
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Can we identify fraud trends using customer application data?
-What is fraud for Avant?
-What data are we working with?
-What methodology will we use?
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Conclusions / Next Steps
-Cleanse output and identify false positives
-Automate via scheduling and filtering
-Improve general fraud identification practices
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Conclusions
• Cohort Analysis groups subsets of users and observes their behavior over time.
• New database technologies are emerging that allow for easier capture, movement, and performance.
• To gain more understanding and control over your business, evaluate if you’re using the right metrics. Test and iterate on your data model - it's a product too!
• Create KPIs that address the goals of the organization as a whole, and of the individuals and teams within it.
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Q & A
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Thank you
- This webinar will be posted on looker.com tomorrow.
- Demo Looker at looker.com/demo or stick around for the live demo!
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Thank you