12 min · taxonomy
An event taxonomy that survives a rebrand
Marketing will change the coat of paint. Your history should not need a rewrite when they do.
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Essays we assign before week one.
Public writing from the studio. The longer booklet that accompanies the Reading Desk is not published here.
9 min · metrics
Why DAU misleads subscription apps
Daily active is a newspaper metric. Recurring revenue is a relationship. They only rhyme in slide titles.
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11 min · funnels
Reading funnels without lying to yourself
A funnel is a story with missing chapters. Here is how to label the missing ones instead of colouring them green.
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8 min · cohorts
Cohort charts for people who hate spreadsheets
You do not need a grid of fifty columns. You need one question and a row that can answer it.
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