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hey everyone eric here in this video im going to teach you the real way we look at customer retention and customer lifetime value in the startup ecosystem which is using cohort analysis this analysis is one of the first things a venture capitalist would ask for when thinking about investing in a business okay lets get started so im going to give you a little background on customer cohorts first to understand what they are and the first thing i want to say is that the only way to understand customer retention is using cohorts do not waste your time doing some other type of analysis because this is how we actually do it so the great thing about cohorts is that they show customer attention for both subscription and non-subscription businesses and non-subscription businesses a lot of people really struggle when trying to analyze the retention of their customers so this works for you so how do cohort analysis tables work so a cohort analysis table organizes the data by the initial purcha