One of the most common questions we get here at Scoop from our RevOps community is around cohort analysis.
Specifically, "What is it, how do I get the data I need, and when should I actually use it?"
So, let’s get into this once and for all.
What is Cohort Analysis?
(Okay, we know…you might already be familiar with this, but we like to start with definitions—keeps everyone on the same page.)
Cohorts are essentially groups or batches of similar things (or people).
Cohort analysis, then, compares these batches to see how they differ or perform over time.
Let’s say you hired a group of sales reps in 2019, another in 2022, and a third in 2024. You might want to know how each of these cohorts is performing:
- Is that 2019 group crushing it compared to the 2024 folks, or vice versa?
- And hey, you can even cross-compare these cohorts!
- Maybe your 2019 hires had a different profile—was there something specific about them that made them outperform (or underperform) your 2024 hires?
It’s like being a detective, but with spreadsheets instead of magnifying glasses.
Some other fun ideas to play with:
- Compare territories: Is performance driven more by the buyer or the seller?
- Compare product lines: Is that drop in sales because of the product or how it’s being marketed?
- Compare marketing campaigns: Was that 2022 campaign a flop because of the audience, or was it the channel?
How to Pick Data?
Now, here’s where most organizations get tripped up.
They want to run a cohort analysis, but they don’t have the data.
You’ve got new employees in your system, but did you log those oh-so-crucial details like:
- Industry background…
- Experience level, or even…
- The type of snacks they like?
(Okay, maybe not snacks, but you get the point.)
Sometimes it’s about thinking beyond the obvious. Maybe you group marketing campaigns by industry instead of channel.
Or, when it comes to hiring, collect experience data from the start—even if you don’t know how you’ll use it yet.
Trust us, your future self will thank you.
When to Analyze Your Data?
So when do you actually whip out cohort analysis? It’s all about tracking the impact of change.
- Hired a new team?
- Launched a new marketing strategy?
- Changed your leadership?
These are all moments when cohort analysis becomes your best friend.
It helps you measure the effects of these changes on performance over time.
If you’re constantly collecting good data, you’ll be ready to jump in and assess the impact whenever those changes hit.
Here’s where Scoop makes this whole process easier
You don’t have to be a data scientist or wrangle endless spreadsheets to get valuable cohort insights. With Scoop, you can seamlessly gather and organize the data that powers cohort analysis, all in one user-friendly platform.
From comparing sales teams across years to analyzing shifts in marketing performance, Scoop helps you quickly surface the insights you need to drive smart, data-backed decisions.
Think of us as the cohort analysis assistant you never knew you needed.
We collect the data, crunch the numbers, and give you actionable insights—all with minimal effort on your part. Whether it’s hiring, marketing, or product performance, Scoop ensures that you're always ready to analyze the impact of change—and make the right moves.
Ready to uncover those game-changing insights? Let’s get you setup with Scoop!
At Scoop, we make it simple for ops teams to turn data into insights. With tools to connect, blend, and present data effortlessly, we cut out the noise so you can focus on decisions—not the tech behind them.
