Behavioural cohort
Definition
A behavioural cohort is a group of contacts clustered by what they have actually done — open and click patterns, recency, and engagement trajectory — rather than by static profile fields.
Why it matters
Behavioural cohorts differ from conventional segments in that membership is recomputed rather than declared, so a contact moves between cohorts as their behaviour changes without anyone editing a rule.
The practical benefit is that cohorts stay accurate on lists where profile fields were never reliably populated.