Campaign peaks can make acquisition look healthy while masking weak return behaviour. Build cohorts around first purchase week and first-order incentive, then compare how quickly customers make a second purchase.
Look beyond a single retention percentage. Time to second order, category expansion and full-price purchasing reveal whether customers are forming a stronger relationship with the business. Compare like-for-like cohorts so major shopping periods do not overwhelm ordinary trading patterns.
The useful output is a decision: which acquisition sources deserve more budget, which first-order experiences need attention, and which customer groups should receive a relevant follow-up. Cohort analysis earns its place when it changes one of those choices.
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