Introduction to cohort analysis

Customer Segmentation in Python

Karolis Urbonas

Head of Data Science, Amazon

About me

Head of Data Science at Amazon
10+ years experience with analytics and ML
Worked in:
- eCommerce
- banking
- consulting
- finance
- other industries

Prerequisites

pandas library
datetime objects
basic plotting with matplotlib or seaborn
basic knowledge of k-means clustering

What is cohort analysis?

Mutually exclusive segments - cohorts
Compare metrics across product lifecycle
Compare metrics across customer lifecycle

Types of cohorts

Time cohorts
Behavior cohorts
Size cohorts

Elements of cohort analysis

Pivot table

pivot_counts

Elements of cohort analysis

Pivot table
Assigned cohort in rows

cohort_counts_rows

Elements of cohort analysis

Pivot table
Assigned cohort in rows
Cohort Index in columns

cohort_counts_COLUMNS

Elements of cohort analysis

Pivot table
Assigned cohort in rows
Cohort Index in columns
Metrics in the table

cohort_counts_VALUES

Elements of cohort analysis

First cohort was acquired in December 2010

Elements of cohort analysis

First cohort was acquired in December 2010
Last cohort was acquired in December 2011

Explore the cohort table

Customer Segmentation in Python

Preparing Video For Download...