Customer cohort analysis is a branch of behavioral analytics that involves segmenting customers into groups based on their shared characteristics to gather targeted insights on their behaviors and actions. A customer cohort is a group of customers or users who perform shared actions during a set period of time, such as signing up for a product in the same month. By analyzing trends in cohort behavior, companies can improve retention, target messaging, and meet customers' needs, yielding more valuable insights and data to inform marketing strategies and development decisions.