When a cohort is too small to trust
How we decide whether a quiet week of signups deserves a curve—or a pause until the sample can speak.
Notes
Field notes from cohort performance work—definitions, seasonality, and when not to trust a curve.
Activation before retention storytelling
Retention curves mislead when day-zero meaning differs by channel. Start with a shared activation definition.
Reading seasonality into Thai app cohorts
Songkran, school calendars, and payday rhythms leave fingerprints on cohort shapes—ignore them and you chase ghosts.