1. Defining the live cohort without leakage
Entry events, “already converted” exclusions, and why a celebrity livestream contaminates a win-back list. Homework: rewrite your current cohort in one page.
Flagship course
Cohort Signal Architecture
Six weeks of Lifecycle Messaging Analytics for people who already send, and who are tired of arguing about the chart. You leave with a cohort contract, a holdout design, and a monthly signal board.
Learning outcomes
- Write a one-page cohort contract with entry event, exclusions, and clock start.
- Publish an event taxonomy that CRM and warehouse can both sign.
- Size a holdout that finance will not dismiss, and document contamination when it happens.
- Read decay and quiet-hour overlays without treating opens as success.
- Separate reactivation lift from retention lift when series overlap.
- Run a 20-minute monthly signal board instead of a 40-slide review.
Informational tuition
This programme is sold as Signal Atelier — USD 1,450. Invoices can be issued in THB from the Bangkok office. There is no checkout on this website. Group seats are quoted by email because teaching load depends on log quality.
Pulse Clinic (USD 290) is not a substitute for this syllabus. Archive Residency (USD 5,400) is invite-only after atelier.
Compare desksModules
2. Send taxonomy and event contracts
Name the send, the channel, and the intended job. We mark ambiguous names in red. Messy warehouses are expected; we do not pretend otherwise.
3. Holdouts that survive executive review
Sample size, freeze windows, and a contamination log. You will present a failed holdout on purpose so the room learns how to narrate it.
4. Decay curves and quiet-hour overlays
Reply, repurchase, and unsubscribe slopes. Quiet hours are labelled in Asia/Bangkok unless the cohort agrees another zone.
5. Reactivation vs retention attribution
When both series fire in the same week, which one gets the repurchase? The memo template from Journey Attribution appears here in short form.
6. The monthly signal board
Six tiles, one reservation, one stop-doing list. Alumni present this to a guest ops lead in the final session.
Instructor
Arunwadee “Wadee” Srisuk
Wadee led CRM measurement for a Bangkok retail group before opening the studio. She still marks cohort contracts by hand. Guest critics from finance join module three; they are not always kind, which is the point.
Office hours: Tuesday evenings, ICT. Pulse Clinic is taught by rotating associates; this flagship is Wadee’s desk.
FAQ
Do I need SQL?
You need to export a 90-day send log. SQL helps but is not required. Spreadsheet competence is required. If you cannot export, wait until you can; the course will not mock a log for you.
Is there a real limitation we should know?
Yes. Cohort Signal Architecture does not implement channels, rewrite copy, or clean a warehouse. If your event names change weekly, week two will stall. We will say so in intake rather than enrol you into a frustrating six weeks. That limitation is also why Pulse Clinic exists as a shorter desk review.
Can the team join remotely from outside Thailand?
Yes. Live sessions are hybrid. Time-stamps in coursework stay in ICT unless the whole cohort votes otherwise. Archive Residency quarterly reviews can be remote; one Bangkok visit is encouraged, not forced.
How do refunds work?
See the refund policy. Cooling-off and partial rules depend on how many modules have been delivered, not on whether you liked the tone of module three.
Reviews from this syllabus
“Module three’s contaminated holdout exercise was uncomfortable in a useful way. We had been publishing a 7.2× figure that did not survive the guest critic.”
★★★★☆
Solid on contracts. The decay week moved faster than our data could follow. Still using the six-tile board.
Ask about this programme
Name the journey you want to measure. We reply within two working days.