“The Event Taxonomy Studio forced us to kill seventeen vanity events. Activation stopped looking like a miracle and started looking like a Tuesday.”
Reading room · Cashel
Packets, then pictures.
App analytics taught as a slow craft: name the event, keep the cohort honest, and only then decorate a dashboard.
Open the 2026 programmes
Cohort Craft, week three — a paywall curve that only made sense after the event log was reopened.
Heard in the room
Three notes from people who sat the work.
“Week four of Cohort Craft asked more evenings than the fee page suggested. The red-pen session on my retention table still sits on my desk.”
★★★★☆
Filed after Funnel Forensics. “Clearer drop-off language. I still wish they had a Firebase lab.”
Flagship programme
Cohort Craft
Six weeks on retention as a narrative, not a single percentage. You leave with a written event contract, a cohort map you can defend in a steering meeting, and a short list of charts you are willing to stop watching.
Read the syllabusHow we teach
Four habits we will not skip.
Packagepacketbase treats app analytics as correspondence between the product and the people who use it. Tools change. Naming does not get to be sloppy just because a vendor shipped a new board.
Write the event as a sentence
If you cannot say who did what, on which surface, after which state, the property bag is costume jewellery. We practise names out loud before they enter a schema.
Keep time visible
Retention is a calendar problem. We refuse “D7” as a personality trait of the app. You will plot windows that match billing, onboarding, and the actual week a person lives.
Separate curiosity from steering
Exploratory charts belong in a lab notebook. Decision charts belong on one page with a date and an owner. Mixing them is how teams drown in tiles.
Admit the missing packet
UK product teams often inherit SDKs they did not choose. We teach how to document silence — the tap that never fired — without inventing a story to fill the gap.
Also on the shelf
Shorter programmes
Event Taxonomy Studio
A naming atelier for mobile and web apps. You rewrite one live schema and present the deletions as carefully as the additions.
See all programmes
Funnel Forensics
Drop-off is rarely a single screen. This short course maps friction across store, permission prompts, and the first successful task.
See all programmesJournal
Recent essays from the desk.
Why event names rot
ReadReading retention without vanity
ReadThe quiet cost of too many dashboards
ReadA note from the studio
We keep the room small because a cohort map read aloud by sixteen people is already loud. If you want a brochure that promises a new north star in a weekend, this is the wrong address. If you want a place to practise reading packets, write to us or take a seat in Cohort Craft.
Write to the Cashel desk