Journal
These essays come out of benches, not out of content calendars. They assume you already plot return. They argue about how the plot is allowed to change a decision.
Kaplan–Meier can be honest about product return. It can also hide uninstalls, shared devices, and a definition of “still here” that marketing wrote. A reading guide from the flagship bench.
A week is not a natural unit when payday, tourism, and monsoon delivery delays all move the same metric. Why Bangkok teams keep inheriting a Silicon Valley window.
What to randomise when weekly actives will not fund the test you sketched. Store clusters, listing groups, and the sentence you owe finance when you refuse to ship.
The unfashionable order of operations: name the event, freeze the cohort, then argue about creative. Written after too many benches started on a broken tracking plan.