Audience & Customer Cohorts for Publishers

Media companies are publishing content these days, it can be difficult for traditional information publishers to earn the clicks and conversions they desire (whether it's for their business or their advertisers). Like any business, however, there is data that can be mined to make better decisions (whether it's the content itself, where it's being delivered or how it's being promoted) and do more with what is already readily available. Here are some sample cohorts for information publishers to set for specific periods:

Acquisition Date & Activity: When did a person first subscribe to the newsletter, visit the website or take any other conversion action and how did they perform after that? Did they view the website daily, weekly, never again?

Device-Type Performance: Do iPhone users download whitepapers or other gated assets at a higher rate than desktop users during a specific period?

Frequency of Asset Downloads: Does a group of people who download gated material on Day 1 download any other material seven days later, 30 days later?

Page Views by Source: How many pages do people acquired from a paid search ad, for instance, look at in a period of time following their acquisition?

Here are some factors that can impact user behavior that you may want to analyze with a 

Cohort Analysis:

Target audience

Ad content

Channels

Campaigns/experiments

Website redesigns

New product lines and service offerings

Sales, discounts, promotion campaigns