Cohort decay in Thai subscription brands
Songkran, school holidays, and mid-year promotions can make month-three retention look like a personality trait. It often is a calendar.
Journal
Desk notes, written after class, not before.
These pieces come out of Metric Cloudhub sessions. They assume you already care about Customer Lifetime Value Analytics and would rather argue about a definition than collect another dashboard tile.
When RFM stops being enough
Recency is not the villain. Treating it as a complete theory of value is.
Margin-aware CLV for marketplace sellers
A worksheet for people who only see a slice of the buyer and still need a ranking that survives commission.
Reading a survival curve without a data-science degree
Censoring, windows, and the moment you should stop drawing the line into next year.
What Bangkok retail teams get wrong about repeat rate
Repeat is not loyalty, and a rolling 90-day chart will hide the customers who only ever came for 11.11.