Event Taxonomy Atelier
Four sessions to rebuild naming, identity, and ownership before the next release freeze.
Map the quiet path between install and loyalty.
Datapacketgrid teaches customer journey reporting for apps. We work with product, growth, and data people who are tired of funnel slides that flatten every session into a single happy line.
“After week four I stopped presenting a single funnel. Finance still got a number; product finally saw where Thai users stalled on PromptPay.”
19 product teams from Thailand and nearby markets have sent someone through the studio
217 practitioners taught since the first island cohort in 2021
6.8 weeks, median, from first class to a live journey report in production
4.2 / 5 on the 2025 alumni survey (n = 89), including people who asked for slower homework
How we teach
A desk, a taxonomy, and a report a sceptical stakeholder will read.
Most app analytics courses chase tool clicks. We start with the story you owe the rest of the company: what a person actually does after they open your app, where the path frays, and which events you are willing to stand behind six months later.
Classes stay small. Homework is a slice of your own product, not a fictional coffee shop. Pichaya Thongchai, who leads the flagship, spent nine years inside Bangkok product orgs before moving the studio to Koh Chang.
- Event contracts before dashboards You name what you will track, what you will ignore, and who owns the schema when marketing invents a new campaign tag.
- Paths with loops, not ladders Journey Atlas treats backtracks, backgrounding, and payment retries as first-class signal, not noise to hide.
- Reports written for humans Each cohort ships a two-page narrative plus the chart pack. If a PM cannot defend it in stand-up, it is not finished.
Flagship
Journey Atlas
Twelve weeks on customer journey reporting for mobile and in-app products. You leave with a living event dictionary, a path model, and a reporting cadence your leadership can keep.
The March and September desks run live. Recordings exist, but the value is the critique of your own drop-off map. We do not cover web analytics or GA4 property setup; that is a different craft and we will say so plainly on the syllabus.
Also on the grid
Shorter desks for teams already in motion
Retention Signal Lab
A focused look at return visits, silent churn, and which “engagement” metrics to retire.
Funnel Cartography
How to draw conversion without pretending every user walks a straight line through checkout.
What we will not pretend
Journey reporting will not rescue a product that has no reason to be opened twice. We also will not promise that a prettier chart changes App Store ranking. Alumni who wanted a growth-hacking certificate usually leave by week three — and we refund according to the published window.
From the desk
The taxonomy homework exposed that our “view_item” fired on every scroll tick. Fixing that was unglamorous and more useful than any new BI tool. I still wish the live cohort had more Android specialists in the room.
Anon. client in grocery delivery · Field Seat + Journey Atlas
Journal
Recent notes from the studio
Reading session replays without inventing a villain
Replay tools make it easy to mock the user. Here is how we annotate hesitation instead.
When funnels lie about Thai app users
PromptPay retries, family-shared devices, and why a Bangkok checkout path is not a San Francisco one.
Event names that survive a rebrand
Campaign codes rot. A durable dictionary does not have to.
Bring a messy event stream. Leave with a report you can stand behind.
Seats are limited by how many taxonomies Pichaya can actually critique. Write to the desk with your product and a question, not a pitch deck.