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Forecasting
Cohort analysis
Grouping customers by when they started and tracking each group's revenue or retention over time, so growth in new customers does not hide churn in old ones.
Owned by: Senior analystTest band: Senior analyst
In practice
A blended retention number improves just because you added new customers. Cohorts show whether the product actually keeps people.
The kind of thing the test asks
- Blended monthly retention improved from 92% to 95% while the business doubled its new-customer intake. The right conclusion is…
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