Week 3 forced us to throw out a six-bit scheme that encoded “tutorial complete” as if it were revenue. Painful, and correct.
Flagship course
Signal Mapping Lab
You will leave with a source-of-truth document, a conversion-value scheme, and a test you can actually run with a United Kingdom media mix — not a slide deck of vendor logos.
What you will be able to do
- Name every paid and organic install source your MMP currently claims, and mark which claims are identity-grade versus modelled.
- Design a SKAdNetwork conversion-value ladder that encodes revenue bands without pretending to restore IDFA-level paths.
- Write a geo-holdout brief a media agency in London or Manchester can execute without inventing extra cells.
- Produce a two-page memo that finance can file beside the media invoice.
Modules
- Week 1Event census. You export 30 days of MMP events, collapse duplicates, and write a taxonomy that product, CRM, and paid social can share.
- Week 2Identity remaining. Device graphs, probabilistic matching, and what your vendor will not admit in writing.
- Week 3–4SKAN values. Bit budgets, lock windows, and a mapping from in-app revenue to coarse postbacks.
- Week 5Web-to-app. Deferred deep links, clipboard claims, and iOS privacy prompts that break yesterday’s setup.
- Week 6–7Incrementality. Geo-holdouts, PSA-style PSAs where legal allows, and why national grocery apps cannot copy a US DMA template blindly.
- Week 8Finance join. Cost imports, VAT, agency fees, and the install that never reached the ledger.
- Week 9Critique. You present the memo. Faculty argue the weakest causal claim in the room.
Faculty
Helen Okonkwo
Helen spent eight years inside a Glasgow MMP implementation team before teaching. She still reviews conversion-value schemes for two grocery clients and refuses to grade a lab that only restates a vendor academy.
Fee (informational)
£1,890 for the nine-week lab, including critique. Materials are digital. Travel to Caggan for an optional studio day is not included. See all fees and refund terms.
People who sat the lab
★★★★☆
Clear on SKAN. The finance join assumed a cleaner cost file than we had. We still use the memo template every month.
Questions we hear before week one
Do I need access to a live MMP?
Yes. A sandbox with at least one iOS and one Android app is enough. We cannot reconstruct SKAN behaviour from screenshots alone.
Will this restore user-level journeys Apple removed?
No. That is a real limitation of the lab and of the platform. We teach you to work with coarse postbacks and modelled remainder, not to invent people who are no longer in the data.
Is the fee taken on this website?
No. Pricing here is informational. Places are arranged by email after a short fit call.