Services | Enterprise Cohort Management Process

A cohort or “audience” is a group of customers, prospects, etc who share a key characteristic or set of characteristics — demographic (who they are), behavioral (what they’ve done within a given time period), etc.

Defining and maintaining shared, standardized cohorts can be valuable because it can save time and effort (compared with creating and maintaining the same cohorts in multiple systems with different interfaces, capabilities, processes, and rules), prevents data duplication, and enables apples-to-apples comparisons of meaningful statistics about business outcomes like customer retention, conversion, revenue, reporting, analytics, and marketing engagement across different organizations and organizational units and third-party platforms.

These shared, standard cohorts can be used in analytics, engagement, A/B/n testing, persona modeling, and other activities, and these capabilities for defining and maintaining groups of people may also be useful for managing groups of other business entities like keywords, tags, etc.

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