Cohort AnalysisGet more out of your data

December 15, 2015

Presented by

— This webinar will be recorded

— We will take questions at the end

— Looker demo at the end

Welcome & Webinar Overview

Will Wolfson,Head of Data Quality,

Avant

Josh Moskovitz,Customer Engagement Analyst Manager,

Looker

Meet our presenters

What is Cohort Analysis and why it matters

Marketing Acquisition Analysis

Fraud Detection with Cohorts

Overview for Today

What is Cohort Analysis?

Group subjects

Share a specific facet "commonality"Cohort Analysis

Observe behavior (KPI) over time

Why Cohort?

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

Venmo's Charge Back Metric

What's driving this approach?

We are swimming in data

Databases are more powerful

Aggregating & Moving Data is Easier

Why Looker?

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

Looker's UI Purpose Built for Dynamic Cohorting

What does this look like in the wild?

Marketing Acquisition Cohort Analysis

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?

Choosing the Best Acquisition Channel

- What conclusions can we draw from this?

- What are our next steps?

Fraud Detection with Cohorts

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?

Conclusions / Next Steps

-Cleanse output and identify false positives

-Automate via scheduling and filtering

-Improve general fraud identification practices

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.

Q & A

Thank you

- This webinar will be posted on looker.com tomorrow.

- Demo Looker at looker.com/demo or stick around for the live demo!

Thank you