Week 3’s taxonomy rewrite was the piece I carried home. Our event names had become jokes. Less sure the circulation memo will survive our VP, but that is our politics, not Hannah’s.
Jonah, Edinburgh
Flagship course
Freemium Funnel Instrumentation
Six weeks of naming, stitching, and defending a funnel that includes people who have not paid you. This is the spine of Analytics for Freemium Products at the studio.
Modules
Week 1 — The sentence before the schema
You write what “the product worked” means on a free plan. We refuse to open a tracking plan until that sentence survives a sceptical PM.
Week 2 — Anonymous, known, and the gap
Cookie, device, login. What you may stitch in GB practice, and how to footnote what you cannot.
Week 3 — Events that read as English
A taxonomy table you can share with design. Properties that describe the job, not the CSS class.
Week 4 — Funnels with honest holes
Building a path that includes unsigned drop-off. Where people cheat with “unique visitors.”
Week 5 — Gates, declines, and timing
Logging a paywall as an event with texture, not a binary fail.
Week 6 — The circulation memo
A two-page write-up for finance and product. No dashboard tour as a substitute.
You should be able to
- Defend an activation definition that is not “opened the app.”
- List which free-tier behaviours are curiosity versus competence.
- Show where consent and unsigned traffic punch holes in a chart.
- Propose one instrumentation change that a warehouse person can actually ship.
Informational fee
Night class (live) is listed at £790 on the fees page. Workbench recordings plus one critique sit at £410. This page does not take payment.
Hannah Crowe
Hannah spent a decade in product analytics for UK SaaS teams that gave too much away for free and then panicked. She now teaches from Nettlestead Green, with a stubborn preference for spreadsheets before slideware. She does not consult on ad spend.
Questions we actually get
Do you cover every analytics vendor?
No. Examples use PostHog and a spreadsheet-first workflow. We mention Amplitude and Mixpanel where the idea transfers, but we do not teach Mixpanel’s paid enterprise surfaces in depth. If your company is locked to one suite, bring a screenshot; we will not pretend we have a lab in every tool.
Is this suitable if we have no warehouse yet?
Yes, if you can export something. Week 4 is slower without SQL. We will not build your pipeline for you.
Can two people share a Night class seat?
No. One invoice, one chair, one homework voice. Workbench may be watched together; the critique slot is still one meeting.
What if our free plan is a trial with a card wall?
Then parts of week 5 will feel obvious and week 2 will still matter. Trials are not the same as freemium; we say so in the room.
From recent tables
★★★★★
Took Workbench, not the live table. The office-hour on unsigned sessions paid for the fee; I skipped the paywall week because we do not have one yet.
Client in education software