Reading payback windows without fooling yourself
How Thai app teams can set payback windows that match real repurchase timing instead of agency reporting cycles.
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Field notes
Practical writing on customer lifetime value, cohort retention, and the messy exports behind sound app analytics.
When retention curves disagree with your CRM emails
A retention cliff after first purchase often means the welcome series is selling the wrong next step.
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Choosing acquisition sources worth mapping first
Not every campaign tag deserves equal modeling time. Start where spend and volume both matter.
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Preparing event exports for a CLV assessment
A field checklist we share before kickoff so Bangkok teams waste less time on mismatched timestamps.
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