Module four — platform versus booked — ended an eighteen-month argument with our controller. I wanted a template for AppsFlyer; we still mapped columns ourselves. I would take the seat again for the window policy alone.
Flagship course
CAC Measurement Studio
Six modules over three weeks. You leave with a written cost definition, a window policy, and a list of claims you will stop making. Informational fee: ฿86,000 per Studio Seat. No checkout on this site.
Modules
- Join keys before opinions. Campaign IDs across ad accounts, CRM, and finance. If they do not match, we stop and rename before any CAC is calculated.
- Spend hygiene. What belongs in acquisition cost (media, fees, agency retainers, sample, cashback) and what quietly inflates it.
- Cohort windows. Observed versus modelled tails. Thai checkout lag, COD, and festival calendars as design constraints.
- Platform numbers versus booked numbers. Last-click, view-through, and why finance’s export is the source of truth for the ledger even when it is uglier.
- Incrementality sketch. A test you could actually run next quarter — including the tests we refuse because the sample cannot carry them.
- Fatigue and the Monday slide. Creative age as a leading indicator. How to present a rising CAC without turning the room into a blame session.
Learning outcomes
- Write a one-page CAC definition that media and finance both sign.
- Choose and document a window policy, including what you will not claim inside seven days.
- Separate harvesting (brand, Line, organic demand) from prospecting spend in the ledger.
- Design one incrementality test with a clear kill criteria.
- Name three claims your current dashboard makes that your data cannot support.
Instructor · Kanchana Prasert
Former performance lead at a Bangkok marketplace, now the studio’s lead teacher. Kanchana still sits in on finance closes when alumni invite her — she prefers an ugly join to a polished tile.
Informational pricing
Studio Seat ฿86,000 per person. Ledger Review ฿38,500 per organisation if you want a one-day diagnostic first. Measurement Residency ฿214,000 includes two Studio Seats. See Pricing for what is excluded. Enrolment is confirmed by invoice after an email conversation — this page cannot take payment.
FAQ
Will this replace a data engineer?
No. This studio will not replace a data engineer. If your events are unnamed or your finance export cannot be joined to campaign IDs, you will leave with a cleaner question, not a finished pipeline. That is a real limitation, not a modest disclaimer.
Do I need SQL?
Comfort with spreadsheets is enough for Studio Seat. SQL helps in office hours but is not required. Residency teams usually bring someone who can write joins.
Is the course only for Thai brands?
The checkout examples are Thai-heavy because we teach in Bangkok. Regional teams attend when their lag and payment mix look similar. US-only SaaS funnels will find the window module less familiar.
What if my CMO only wants a lower CPA?
Then start with a Ledger Review. The Studio will raise some reported CACs on purpose when the old window was fantasy. We would rather lose a seat than pretend otherwise.
Reviews of this studio
★★★★★
Kanchana does not perform. She annotates. Fatigue module was the surprise; we had been scaling a prospecting set that was mostly reminding existing Line users.
Client in consumer banking. Sent two analysts. They came back with a kill list for dashboard claims. Dry tone, which we needed.
Ask about a seat
Tell us what your join looks like. If you do not know, say that — it is a valid starting point.