Dashboard Mode - Cohort analysis patterns
Business Question
How do different customer groups (cohorts) behave over time after their first purchase?
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Cohort analysis patterns in Tableau - Dashboard Guide
Sample Data
| Customer ID | First Purchase Month | Purchase Month | Sales Amount |
|---|---|---|---|
| 101 | 2023-01 | 2023-01 | 100 |
| 101 | 2023-01 | 2023-02 | 50 |
| 102 | 2023-01 | 2023-03 | 70 |
| 103 | 2023-02 | 2023-02 | 200 |
| 103 | 2023-02 | 2023-03 | 100 |
| 104 | 2023-03 | 2023-03 | 150 |
| 105 | 2023-03 | 2023-04 | 80 |
Dashboard Components
- KPI Card: Total Customers in Cohort (e.g., Jan 2023 cohort = 2 customers)
- KPI Card: Total Sales for Selected Cohort (e.g., Jan 2023 cohort total sales = 220)
- Line Chart: Sales Over Months Since First Purchase by Cohort
Formula: Calculate months since first purchase = DATEDIFF('month', DATE([First Purchase Month] + '-01'), DATE([Purchase Month] + '-01'))
Plot sales amount by this month offset for each cohort - Heatmap: Retention Rate by Cohort and Months Since First Purchase
Formula: Retention = Number of customers with purchase in month N / Number of customers in cohort - Table: Raw Data Table showing Customer ID, First Purchase Month, Purchase Month, Sales Amount
Dashboard Layout
+----------------------+-----------------------+
| Total Customers KPI | Total Sales KPI |
| (Top Left) | (Top Right) |
+----------------------+-----------------------+
| Line Chart: Sales Over Months |
| Since First Purchase by Cohort |
+-------------------------------------------------------------+
| Heatmap: Retention Rate |
+-------------------------------------------------------------+
| Raw Data Table |
+-------------------------------------------------------------+
Interactivity
Cohort Filter: Select a cohort month (e.g., Jan 2023) to update all components to show data only for that cohort.
Month Offset Slider: Filter the line chart and heatmap to show data for a specific range of months since first purchase.
Hover on Heatmap: Show exact retention rate percentage for that cohort and month.
Click on Table Row: Highlight corresponding cohort in charts.
Self Check
If you add a filter to select the cohort "2023-02", which components update and what changes do you expect?
- The Total Customers KPI updates to show 1 (customer 103).
- The Total Sales KPI updates to show 300 (200 + 100 sales).
- The Line Chart updates to show sales over months since first purchase only for the Feb 2023 cohort.
- The Heatmap updates to show retention rates for the Feb 2023 cohort only.
- The Raw Data Table filters to show only rows with First Purchase Month = 2023-02.
Key Result
Dashboard showing customer cohorts' sales and retention patterns over months since first purchase.