Event grammar
Verbs, objects, and the difference between a user action and a system side-effect. You will rename things. It will feel petty. It is the whole job.
Flagship · ten weeks
Signal Architecture
A programme for people who already ship, and who are tired of events named after whoever shouted last in the sprint.
What you leave with
A named event contract for one live surface of your app. Two written critiques. A one-page limitation appendix you can attach to a board pack. You do not leave with a new vendor, a badge, or a colour-coded maturity model.
Informational fee: £2,480 for the Chart Room seat, library included. Observatory teams are scoped separately on the seats page.
Outcomes we will mark
- An event list with owners, not a graveyard of “misc_tap”
- Properties that survive a schema review
- A funnel that does not double-count guest checkout
- A spoken sentence for every chart you keep
- A written list of what the data cannot see
Modules
Property discipline
Cardinality, PII, and the properties that should have lived on the user, the session, or the order — not on every click.
Funnel design
Ordered steps that match the product, including the ugly ones. Duplicate events are treated as a product defect, not a reporting trick.
Identity stitching
Anonymous to known, shared devices, and the moment you stop pretending a household is one person. This week is the one alumni warn each other about.
Dashboard rhetoric
What a widget is allowed to claim. Gold lines and gradient areas are stripped until a sentence remains.
Governance
Who may add an event, who may retire one, and how you stop the intern’s Friday experiment from becoming next year’s source of truth.
Tutor
Maren Calder
Maren led analytics through two taxonomy rewrites at a London payments app, then spent a year inside a warehouse team that had inherited four naming schemes. She marks the sentence, not the tool. Office hours are Thursday afternoons, United Kingdom time.
Questions we actually get
Do you teach Mixpanel or Amplitude click-paths?
No. Tools rotate and certifications expire. You work in whichever stack your team already owns. Some seminars assume you can export a CSV or run a warehouse query; if you cannot, wait a quarter and fix access first. That is a real limitation of the room, not a footnote.
How live is live?
Six seminars, ninety minutes, camera expected. One recording per week, withdrawn after the following Monday. Miss two live rooms and we will not pretend you finished.
Can two people share a seat?
No. The critiques are written to one named operator. Observatory is the route for a pair.
From the last two rooms
“Grammar week ended three arguments we had been having since 2023. Identity week started a new one with CRM. I wish they had warned us to bring an engineer.”
Nia, Cardiff: “The limitation appendix is now in our board pack. Finance still hates it. That is the point.”
Ask about the next room
Tell us the app and whether you can export events. We reply within two working days.