The property dictionary week was slower than I wanted. I also stopped shipping “misc_json” the following sprint, which my future self has already thanked me for.
Flagship course
The Event Taxonomy Atelier
Bring a schema you are ashamed of. Over eleven weeks we edit it until a new colleague can instrument a screen without a Slack thread.
What the weeks contain
- Week 1–2 · Inventory as a living document Export, de-duplicate, and mark ownerless events. You will find “button_click” more than once; we keep a tally.
- Week 3–4 · Verb-object naming A grammar that still reads after design splits a tab. We retire screen-derived names that encode layout instead of intent.
- Week 5 · Property dictionaries Types, enums, and the places a free-text property has been used as a junk drawer.
- Week 6 · Identity across app and web Anonymous IDs, login, logout, and the afternoon someone restores a backup onto a new phone.
- Week 7–8 · Cohorts product can reuse Definitions written in the language of the app, versioned, and tested against a week of traffic.
- Week 9 · Governance Who may add an event, the freeze before a release, and how deprecation is announced to design.
- Week 10–11 · Schema clinic A live critique. You present; the room annotates. The artefact you leave with is yours, not a template with our logo on it.
You should be able to
Write an event spec a contractor can implement without guessing. Explain why two “purchase” events exist, or fold them. Produce a property dictionary that QA can test. Describe identity stitching without waving at “the SDK handles it”. Name three events you will not add, and why.
Instructor
Marta Ellison spent nine years on marketplace and fintech apps, first as an analyst and later as the person who inherited every rushed event. She teaches the atelier from Cardiff and on video. She will not debug your vendor’s SDK for you; she will sit with the meaning of what it emits.
Fees (informational)
The Observatory Seat for this atelier is listed at £1,280, including eleven taught sessions, written critiques, and a year of journal access. Private Cartography for a single team is scoped separately after a letter. There is no checkout on this site; write to us if a seat is open.
FAQ
Do I need a particular analytics vendor?
No. Students arrive with Mixpanel, Amplitude, Snowplow, a warehouse of raw posts, or a spreadsheet they are trying to outgrow. We work on the plan, not the logo in the corner of the dashboard.
What will you not cover?
We do not teach advertising attribution networks or SKAdNetwork postbacks. The atelier stays inside first-party product analytics. If your question is “which campaign paid for this install”, you want a different house.
How much time besides class?
Plan for three hours in most weeks, more in the clinic fortnight. If you cannot bring a real schema, we issue a redacted mobile-app dump so you are not inventing events in a vacuum.
Is there a certificate?
You receive a letter describing the work you presented. We do not issue a badge for LinkedIn. Hiring managers who know this craft tend to ask for the taxonomy anyway.
From the room
★★★★☆
Marta would not let us keep “screen_view” as a conversion. Annoying in week four. Correct.