Audience Segmentation and Cohorts Questions

Covers methods for dividing users or consumers into meaningful segments and analyzing their behavior over time using cohort analysis. Candidates should be able to choose segmentation dimensions such as demographics, acquisition channel, product usage, geography, device, or behavioral attributes, and justify those choices for a given business question. They should know how to design cohort analyses to measure retention, churn, lifetime value, and conversion funnels, and how to avoid common pitfalls such as Simpson's Paradox and survivorship bias. This topic also includes deriving behavioral insights to inform personalization, content and product strategy, marketing targeting, and persona development, as well as identifying underserved or high value segments. Expect discussion of relevant metrics, data requirements and quality considerations, approaches to visualization and interpretation, and typical tools and techniques used in analytics and experimentation to validate segment driven hypotheses.