This document discusses how product owners can analyze user cohorts to understand customer lifetime value and the return on customer acquisition investments. It shows that users acquired in January contribute stable value for 4 months before tapering off, demonstrating the lifetime of customers. The key is to build products, measure cohort data over time, and learn which acquisition strategies provide the highest lifetime value relative to their cost.

1. Cohort
Analysis
david.neale@moxy.com.au
www.moxy.com.au

5. Why should product
owners care?

7. Value
per
Month
$
Jan Feb Mar Apr May Jun Jul
Value per Month contributed by
users acquired in January
Month
Stabilizing
after 4
months

8. Value
per
Month
$
Jan Feb Mar Apr May Jun Jul
Value per Month contributed by
users acquired in January
Month
Life time
value of
customer

9. Life Time Value
>
Cost of Acquisition

10. Build
Measure
Learn

11. david.neale@moxy.com.au
www.moxy.com.au