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Field notes

Short pieces from studio critiques. They assume you already care about catalogues, not that you need a pep talk about “data-driven culture”.

Open notebooks on a wooden table

12 Mar 2026 · Naming

Naming conventions that survive a rebrand

Why screen titles should never be the event name, and how object.verb holds when marketing changes copy.

 Code on a laptop screen

2 Feb 2026 · Properties

Property dictionaries for mobile funnels

Nullability, enum drift, and the quiet cost of a free-text “source” field on iOS.

 Person reviewing printed plans

19 Jan 2026 · Families

When to split an event family

Suffixes are a smell. Here is the test we use in Event Family Studio before we allow a new name.

 Abstract data visualisation

8 Dec 2025 · Audits

Audit checklists for legacy analytics

A pass you can rerun each quarter without exporting the entire event stream.

 Laptop with code in a dim workspace

21 Nov 2025 · Instrumentation

Screen events versus action events in consumer apps

Both can exist. Mixing them in one family is how funnels quietly lie.