“Module 04’s drift alert is the piece we still run. The stakeholder memo template felt stiff until Wilawan made us delete half the adjectives.”
Kritsada Boonmee · CRM lead, Bangkok
Flagship course
Cohort Signal Architecture
Six modules on Behavioral Segmentation Analytics as a build, not a slide. You leave with a written boundary rule, a drift check for Thai seasonality, and a memo a brand lead can fund.
Informational studio price: ฿28,400 per seat · 18 live hours + async critique · next room opens after Songkran recovery weeks
What you actually produce
Outcomes, not attendance
- An event taxonomy with banned “conversion” names and a documented identity join.
- A recency–frequency model plus a third axis you can defend (depth, category retreat, or ticket tone — not all three at once).
- Cohort boundary rules with a volume floor and a sunset clause.
- A drift protocol covering festival spikes and campaign shocks.
- A one-slide stakeholder memo and a longer appendix for analytics peers.
This room will not teach you a new BI tool. If your logs cannot support identity joins, you will spend most of week one on hygiene — that is expected, not a failure.
Wilawan Prasert
Head of Practice. Twelve years in commercial analytics across Bangkok retail groups before opening Switch Routehub. She still insists on reading the raw extract before any segment is named.
Syllabus
Six modules
01
Signal hygiene and event taxonomies
Rename events that lie. Separate page_view noise from intent. Document what must never be counted as conversion, including auto-renewals and staff test accounts.
02
Recency, frequency, and the third axis
Classic RF is kept, then deliberately broken. You add one third axis only, chosen against your category, and write why the other candidates were refused.
03
Cohort boundaries that survive seasonality
Volume floors, overlap rules, and names that a media buyer can use. Songkran and year-end windows are treated as known shocks, not outliers to delete.
04
Drift detection after campaign shocks
Flash sales, LINE blasts, and influencer weeks move people across boundaries. You design an alert that fires on composition change, not just volume.
05
Presenting segments to non-analyst stakeholders
One slide, one sentence, one refused alternative. The appendix holds the math. If the brand lead cannot repeat the name, the architecture is unfinished.
06
Studio: a live Thai retail case
A masked extract from a multi-category retailer. You ship boundary rules and a drift check. Faculty critique is written, not performed as theatre.
Informational pricing
Studio seat · ฿28,400
Includes live hours, async critique, and the case extract. Does not include travel, tool licences, or a certificate suitable for HR walls. Team seats for Field Residency are listed on pricing. There is no checkout here — write to the studio.
Questions we actually get
Limitations included
Will this work if our identity graph is incomplete?
Partially. Module 01 spends real time on unknown and probabilistic joins. If more than about a third of commercial events cannot be attached to a stable id, the third-axis work will be noisy. We say so in week one rather than pretending a segment is “behavioral” when it is mostly cookie soup. That is a genuine limitation of the room, not a sales hedge.
Do I need SQL?
Yes, enough to filter, join, and window. We do not teach SQL from zero. Analysts who only live in a drag-and-drop BI layer struggle in module 02.
Is the case extract from my industry?
The live studio case is multi-category Thai retail. Subscription and B2B teams still use it for method, then adapt boundary language in the memo. If you need your own extract, that is Field Residency, not this room.
Can I get a refund if the hygiene week eats the syllabus?
Hygiene is part of the syllabus. Refunds follow the refund page. We will not refund because your logs were messier than you hoped.
“Came for RF repair, stayed because the third-axis rule stopped us from adding five vanity scores. Still wish the retail case had a clearer apparel analogue — we translated it ourselves.”
Client in fashion wholesale
Niran, Phuket — “Useful, slower than the listing implies if your events are unnamed. Do not book the same month as a replatform.”
Ask about a seat
Name, email, and what is broken in your current segments. We reply within two working days.