What is retention analysis?

< 1 min read

Retention analysis measures how well a business keeps its customers over a period of time.
In one project, we tracked how many customers who signed up in January were still active after 3, 6, and 12 months.
We calculated retention rate as the percentage of customers who continued using the product.
Cohort analysis helped compare retention behavior across different signup months.
Trend analysis showed whether retention was improving or declining over time.
We identified factors influencing retention, such as onboarding experience and customer support quality.
As a BA, I translated these insights into strategies to improve engagement and reduce churn.
Overall, retention analysis helps ensure sustainable revenue and long-term customer loyalty.

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