Reading session replays without inventing a villain
Replay tools make it easy to mock the user. Here is how we annotate hesitation, rage taps, and dead ends without turning research into comedy.
Notes from the desk, not a content calendar.
Essays we use in class. They assume you already care about app analytics. They do not recap vendor release notes.
When funnels lie about Thai app users
PromptPay retries, family-shared devices, and why a Bangkok checkout path is not a San Francisco one. A reporting problem disguised as a conversion problem.
Event names that survive a rebrand
Campaign codes rot the moment marketing launches a new season. A durable dictionary does not have to include the brand’s current slogan.
Cohort windows for subscription apps
Week-one windows hide pause behaviour. How we choose exposure, avoid immortal cohorts, and stop mailing people who already said they were resting.