Planners for application analytics vocabularies

Official name and history

Service Lagoon Core Ltd is the registered business name. The practice was established in 2018 in Wirral, Merseyside, after our founders spent years mediating disputes between product briefs and analytics exports.

Early work began as short naming sessions for local product studios. Demand for fuller catalogue engagements grew as apps accumulated release after release of ad-hoc events. By 2021 we had standardised a workshop-led method that still shapes every engagement we take today.

We remain a small advisory practice. We do not sell analytics software. We sit with your team, map journeys to candidate events, and leave you with documents your engineers and analysts can maintain.

How we work

Engagements favour facilitated conversation over slide decks. We ask for existing exports, product walkthroughs, and decision-makers who can settle naming debates in the room. Deliverables are written catalogues, convention guides, and remediation orders — artefacts your team can open next quarter without us.

Values that show up in the work: plain language over jargon, ownership attached to every event family, and retirement rules treated as seriously as new names.