Make a dynamic Cohort Analysis Model in Excel to analyze customer retention.
In this video, I show you how to make a cohort analysis in Excel. This model will help you understand how customers behave, how much revenue each cohort generates, and whether your customer acquisition is profitable. Best part is, you just need to set this up once, and you've got it as a template forever. A cohort analysis is very common for startups, especially in the software space, as venture capital funds like to use it to understand your customer retention. Firstly, we'll go over the different assumptions, then we'll set up the model with calculations like the customers by cohort or the customer revenue by cohort. thirdly, we'll calculate some of the key metrics including total revenue, customer lifetime value (CLV), customer acquisition lost (CAC), lifetime value (LTV) etc. Then we'll visualize our findings with conditional formatting, charts, and visuals. Finally, we'll go over some of the limitations of a cohort analysis in Excel.
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Chapters:
0:00 - Intro
0:30 - Assumptions
2:50 - Modeling
6:35 - Key Metrics
10:47 - Charts & Visuals
12:54 - Limitations