One of the great benefits of a cohort analysis is that you can compare how time changes customer behavior.
When cohorts are month-based, like in Repeat Customer Insights, you can compare the vertical columns to see how customers behave after e.g. 1 month, 2 months, 6 months.
That'll let you notice changes in revenue, AOV, or overall ordering behavior. When one is much higher or lower than the others, that's a good candidate for investigating deeper.
Use percentages and you can even compare busy to slow periods.
Eric Davis
Retain the best customers and leave the worst for your competitors to steal
If you're having problems with customers not coming back or defecting to competitors, Repeat Customer Insights might help uncover why that's happening.
Using its analyses you can figure out how to better target the good customers and let the bad ones go elsewhere.