Theseus provides a set of easy-to-use functions for building cohort projections, for segmenting cohorts by age and retention characteristics, for calculating required DNU to reach DAU targets, and for conducting general product growth analysis. To that end, today I am excited to release an open source Python library for cohort analysis called Theseus. Being able to break a product’s user base apart into source- and retention-based component parts allows marketers to understand how and at what pace their product is actually growing. These questions are important because they are the fundamental factors of growth marketers rightly focus on ROAS with respect to paid acquisition because it’s the most important measure of ad spend profitability, but products also need to grow.
#Theseus timelane android
So effective analytics for a marketing team might manifest in being able to answer questions like, “What will the composition of the user base look like in six months given the retention differences between US-based iOS users acquired on Facebook and US-based Android users acquired via Google UAC?” and “How many users that are at least 30 days old will exist in the user base in one year given our historical acquisition spend?”
for reaching some combination of those profiles to maximize overall revenue (effectively, a media mix model). The optimal budget allocation across channels, campaigns, creative formats, etc.The unit economics of those user profiles and the timelines over which their LTV contributions are realized (effectively, ROAS).The presence of those user profiles in the product over time.
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The different ad creative elements and themes to which those various profiles respond.How different user profiles retain and monetize with the product.One of the major themes in digital marketing that I’ve commentated upon over the past two years is the increasingly prominent role of analytics in a marketing operation (the other is the critical importance of creative variation and experimentation).īut what does “analytics” mean in a marketing context? My sense is that it means a marketing team has clear insight into:
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