Flagship programme

Product Signal Mapping

Six weeks of marked maps. You leave with an event dictionary that can survive a rebrand, a journey overlay your designers will recognise, and a readout written in sentences rather than widget titles.

Colleagues reviewing work together at a long table

What you actually make

This is not a tour of a vendor interface. Each week you submit an artefact from your own app — or from the sandbox we lend if your company still ships events named “click1”. Tutors mark for precision, not for how busy the screenshot looks.

United Kingdom teams often arrive with Mixpanel, Amplitude, or a warehouse-fed Looker board. The programme is vendor-agnostic. We care whether an event name still makes sense when the navigation is rewritten in Q3.

Modules

  1. 01

    Event grammar

    Object, action, and context. Why “User Tapped Button” is a confession and “checkout_started” can still be a lie if the property bag is empty.

  2. 02

    Property discipline

    Cardinality, PII, and the quiet death of an analysis when someone stores free-text in a field that should have been an enum.

  3. 03

    Journey overlays

    Screen maps versus job maps. You will draw the path a person thinks they took, then the path the telemetry recorded.

  4. 04

    Retention as weather

    A single retention percentage is a slogan. You will slice by first-week weather: install source, permission state, and first successful job.

  5. 05

    The board readout

    Three claims, one caveat, and a next instrumentation ticket. We practise saying “we do not know” without sounding unfinished.

  6. 06

    Instrumentation debt

    A freeze list, a sunset list, and a letter to engineering that does not read like a ransom note.

You should be able to

  • Write an event dictionary a new hire can use without a hallway conversation.
  • Spot a funnel that is measuring screens instead of jobs.
  • Brief an engineer on one property change without reopening the whole taxonomy.
  • Present a weekly readout that names what the data cannot yet support.

A limitation you should hear now

We do not teach warehouse modelling, dbt, or SQL window functions. If your company has no client-side events at all, week one will feel abstract until you instrument the sandbox app. People hoping for a certification badge will be disappointed; you receive a marked portfolio, not a certificate wall.

Notes from people who sat the weeks

Week four forced me to throw out a retention slide I had used in three quarterly packs. Annoying. Correct.

Daniel K. · analytics manager, Bristol

★★★★☆

The live critique of my “onboarding_complete” event was sharper than our last agency audit. I still think the homework load in week two is heavy if you also ship on Fridays.

Platform note · 4/5 · completed March cohort

Questions we hear at the desk

Do I need to be an engineer?

No. You need access to whoever ships the SDK, and the patience to write names they will not hate. Product managers and mixed product-data pairs do well. Pure executives who never open the tracking plan tend to stall in week two.

Which tools do you demonstrate?

We rotate worked examples across a product analytics suite, a warehouse-adjacent notebook, and a spreadsheet when that is all a founder has. The marked work is the map, not the screenshot of a particular vendor.

What if our app is B2B with a tiny user base?

Small bases are welcome; they make noisy charts honest faster. You will spend more time on qualitative overlays and less on statistical theatre. We will not pretend a cohort of nineteen is a climate.

Can I join without a live app?

Yes. We lend a sandbox with deliberately messy events. You will still submit original maps; copying a classmate’s dictionary is treated as a failed week.