Why event names rot faster than schemas
A column can be ugly for years. A name used in a product meeting starts lying the week a synonym is born.
Journal
Notes we were willing to sign.
Short essays from the Milton desk. They assume you already live with an event stream. They do not recap vendor documentation.
Reading silent users in session traces
Uninstalls are loud. The more expensive departure is a week with a pulse and no intention.
The cost of a miscounted activation
A year of growth work pointed at staff accounts and a scheme code. The invoice for that year is not theoretical.
Building a UK-compliant analytics stack without emptying the taxonomy
Legal is not the enemy of a packet grid. An unbounded property list is.
What dashboards hide about churn
A red tile is not a diagnosis. Most churn I still see is a definition that moved while the tile stayed pretty.