@ak--47/dungeon-master 1.4.2 → 1.4.3

package/dungeons/vertical/ecommerce.js

@@ -13,6 +13,7 @@ import utc from "dayjs/plugin/utc.js";
 dayjs.extend(utc);
 import { uid, comma } from 'ak-tools';
 import { weighNumRange, date, integer, weighChoices, decimal, initChance } from "../../lib/utils/utils.js";
+import { scaleFunnelTTC } from "../../lib/hook-helpers/timing.js";
 const chance = initChance(SEED);
 
 /** @typedef {import("../../types").Dungeon} Config */
@@ -49,13 +50,27 @@ const spiritAnimals = ["duck", "dog", "otter", "penguin", "cat", "elephant", "li
 
 /*
  * ============================================================================
- * ANALYTICS HOOKS (7 hooks)
- *
- * Adds 7. SIGNUP FLOW TIME-TO-CONVERT: gold/platinum loyalty 0.71x faster,
- * bronze 1.3x slower (funnel-post). Discover via funnel median time-to-convert
- * by loyalty_tier breakdown.
- * NOTE (funnel-post measurement): visible only via Mixpanel funnel median TTC.
- * Cross-event MIN→MIN SQL queries on raw events do NOT show this.
+ * ANALYTICS HOOKS (10 hooks)
+ *
+ * Adds 7. SIGNUP FLOW TIME-TO-CONVERT: gold/platinum loyalty 0.67x faster,
+ * bronze 1.33x slower (everything hook via scaleFunnelTTC on the page-view-
+ * to-sign-up window). Loyalty tier is determined from SCD data
+ * (meta.scd.loyalty_tier) with deterministic hash fallback. Discover via
+ * bound-sequence funnel TTC breakdown by loyalty tier.
+ *
+ * Adds 8. CHECKOUT FLOW EXPERIMENT: A/B/C experiment on the eCommerce
+ * Purchase funnel — "Control", "Express Checkout" (1.25x conversion),
+ * "Social Proof" (1.15x conversion, 0.9x TTC). Engine-managed via funnel
+ * experiment config; starts 30 days before dataset end.
+ *
+ * Adds 9. DARK THEME POWER USERS: funnel-pre hook that boosts purchase
+ * funnel conversion 1.3x for dark-theme users and penalizes light-theme
+ * users to 0.85x. Discoverable by breakdown of funnel conversion by theme.
+ *
+ * Adds 10. SAVE-ITEM RETENTION: born-in-dataset users who save 2+ items
+ * in their first 10 days retain long-term; those below threshold lose ~70%
+ * of post-day-25 events. Discoverable by retention or frequency analysis
+ * segmented by early save-item count.
  * ============================================================================
  *
  * ----------------------------------------------------------------------------
@@ -200,10 +215,12 @@ const spiritAnimals = ["duck", "dog", "otter", "penguin", "cat", "elephant", "li
  *
  * PATTERN: Users who view 3-8 items in the dataset window are in the
  * "considered buyer" sweet spot — every cart item amount and total_value
- * gets boosted ~25%. Users who view 9 or more items are over-engaged
- * window-shoppers; ~30% of their checkout events are dropped (decision
- * paralysis / browse without buy). No flag is stamped — discoverable
- * only by binning users on view-item COUNT and comparing avg cart total.
+ * gets boosted ~25%, AND ~45% of their add-to-cart events are cloned
+ * (with time offsets) to elevate their cart add rate. Users who view
+ * 9 or more items are over-engaged window-shoppers; ~30% of their
+ * checkout events are dropped (decision paralysis / browse without buy).
+ * No flag is stamped — discoverable only by binning users on view-item
+ * COUNT and comparing avg cart total or add-to-cart rate.
  *
  * HOW TO FIND IT IN MIXPANEL:
  *
@@ -229,6 +246,121 @@ const spiritAnimals = ["duck", "dog", "otter", "penguin", "cat", "elephant", "li
  * tends to convert at higher cart value; an excessive browser is a
  * tire-kicker who abandons more often.
  *
+ * ----------------------------------------------------------------------------
+ * Hook 7: Signup Flow Time-to-Convert (everything)
+ * ----------------------------------------------------------------------------
+ *
+ * PATTERN: The Signup Flow funnel (page view → view item → save item →
+ * page view → sign up) has its time-to-convert scaled by the user's
+ * loyalty tier from SCD data (meta.scd.loyalty_tier). Gold and platinum
+ * users complete the funnel 0.67x faster; bronze users take 1.33x longer;
+ * silver is unaffected. The hook reads the latest SCD entry for
+ * loyalty_tier, falling back to a deterministic hash of user_id for
+ * consistent tier assignment. It anchors on the first "sign up" event,
+ * looks back up to 2 days for all funnel-step events in that window,
+ * and scales the whole cluster via scaleFunnelTTC.
+ *
+ * HOW TO FIND IT IN MIXPANEL:
+ *
+ *   Report 1: Signup Funnel TTC by Loyalty Tier
+ *   - Report type: Funnels
+ *   - Steps: "page view" → "view item" → "save item" → "page view" → "sign up"
+ *   - Measure: Median time to convert
+ *   - Breakdown: "loyalty_tier" (SCD property)
+ *   - Expected: gold/platinum ~ 0.67x median TTC vs silver; bronze ~ 1.33x
+ *
+ *   Report 2: Signup Funnel Conversion by Loyalty Tier
+ *   - Report type: Funnels
+ *   - Steps: same as above
+ *   - Breakdown: "loyalty_tier"
+ *   - Expected: conversion rate similar across tiers (TTC changes, not conversion)
+ *
+ * REAL-WORLD ANALOGUE: Loyal, high-tier customers already trust the
+ * platform and breeze through signup flows, while new or low-engagement
+ * users deliberate longer before committing.
+ *
+ * ----------------------------------------------------------------------------
+ * Hook 8: Checkout Flow Experiment (funnel experiment config)
+ * ----------------------------------------------------------------------------
+ *
+ * PATTERN: A/B/C experiment on the eCommerce Purchase funnel. Control
+ * group uses base conversion, "Express Checkout" variant gets 1.25x
+ * conversion multiplier, "Social Proof" gets 1.15x conversion and 0.9x
+ * time-to-convert. Starts 30 days before dataset end.
+ *
+ * HOW TO FIND IT IN MIXPANEL:
+ *
+ *   Report 1: Experiment Events by Variant
+ *   - Report type: Insights
+ *   - Event: "$experiment_started"
+ *   - Measure: Total
+ *   - Breakdown: "$experiment_variant"
+ *   - Expected: roughly equal distribution across Control, Express Checkout, Social Proof
+ *
+ *   Report 2: Purchase Funnel Conversion by Variant
+ *   - Report type: Funnels
+ *   - Funnel: view item → add to cart → checkout
+ *   - Breakdown: "$experiment_variant"
+ *   - Expected: Express Checkout > Social Proof > Control conversion rate
+ *
+ * REAL-WORLD ANALOGUE: Product team tests a streamlined checkout and a
+ * social proof variant against the existing flow to lift conversion.
+ *
+ * ----------------------------------------------------------------------------
+ * Hook 9: Dark Theme Power Users (funnel-pre)
+ * ----------------------------------------------------------------------------
+ *
+ * PATTERN: Dark-theme users convert 1.3x better on the purchase funnel;
+ * light-theme users convert at 0.85x. Custom theme is unaffected.
+ *
+ * HOW TO FIND IT IN MIXPANEL:
+ *
+ *   Report 1: Purchase Funnel by Theme
+ *   - Report type: Funnels
+ *   - Funnel: view item → add to cart → checkout
+ *   - Breakdown: "theme"
+ *   - Expected: dark > custom > light conversion rate
+ *
+ *   Report 2: Checkout Count by Theme
+ *   - Report type: Insights
+ *   - Event: "checkout"
+ *   - Measure: Total
+ *   - Breakdown: "theme"
+ *   - Expected: dark-theme users over-index on checkout counts
+ *
+ * REAL-WORLD ANALOGUE: Power users who customize their UI (dark mode)
+ * tend to be more committed and convert at higher rates.
+ *
+ * ----------------------------------------------------------------------------
+ * Hook 10: Save-Item Retention (everything — retention magic number)
+ * ----------------------------------------------------------------------------
+ *
+ * PATTERN: Born-in-dataset users who perform 2+ "save item" events in
+ * their first 10 days retain long-term. Users below that threshold lose
+ * ~70% of events after day 25, simulating churn. No flag is stamped —
+ * discoverable only by segmenting users on early save-item count and
+ * comparing retention or late-period activity.
+ *
+ * HOW TO FIND IT IN MIXPANEL:
+ *
+ *   Report 1: Retention by Early Save Count
+ *   - Report type: Retention
+ *   - First event: any event
+ *   - Return event: any event
+ *   - Cohort A: users with >= 2 "save item" in first 10 days
+ *   - Cohort B: users with < 2 "save item" in first 10 days
+ *   - Expected: Cohort A retains at 4+ weeks; Cohort B drops sharply after week 3
+ *
+ *   Report 2: Post-Day-25 Activity
+ *   - Report type: Insights
+ *   - Event: any event
+ *   - Filter: time > first_event + 25 days
+ *   - Cohort A: >= 2 early saves; Cohort B: < 2 early saves
+ *   - Expected: Cohort B has ~70% fewer events in the late window
+ *
+ * REAL-WORLD ANALOGUE: Saving items signals purchase intent and product
+ * engagement; users who curate a wishlist early are more likely to return.
+ *
  * ============================================================================
  * EXPECTED METRICS SUMMARY
  * ============================================================================
@@ -240,8 +372,17 @@ const spiritAnimals = ["duck", "dog", "otter", "penguin", "cat", "elephant", "li
  * Toys + Shoes Correlation   | toys/shoes co-occurrence| ~ 7%       | ~ 50%+      | ~ 7x
  * Quality -> Watch Time      | Avg watchTimeSec (240p->2160p) | 0.7x | 1.5x       | ~ 2.1x
  * Item Flattening            | category breakdown      | nested     | flat        | n/a
- * View-Item Magic Number     | sweet (3-8) cart total  | 1x         | ~ 1.25x     | 1.25x
+ * View-Item Magic Number     | sweet (3-8) cart rate   | 1x         | ~ 1.45x     | 1.45x
  * View-Item Magic Number     | over (9+) checkouts/user| 1x         | ~ 0.7x      | -30%
+ * Signup TTC by Loyalty      | gold/plat median TTC    | 1x         | ~ 0.67x     | -33%
+ * Signup TTC by Loyalty      | bronze median TTC       | 1x         | ~ 1.33x     | +33%
+ * Checkout Experiment         | Express Checkout conv   | 1x         | ~ 1.25x     | +25%
+ * Checkout Experiment         | Social Proof conv       | 1x         | ~ 1.15x     | +15%
+ * Checkout Experiment         | Social Proof TTC        | 1x         | ~ 0.9x      | -10%
+ * Dark Theme Power Users      | dark-theme conv rate    | 1x         | ~ 1.3x      | +30%
+ * Dark Theme Power Users      | light-theme conv rate   | 1x         | ~ 0.85x     | -15%
+ * Save-Item Retention         | post-d25 events (saver) | 1x         | ~ 1x        | baseline
+ * Save-Item Retention         | post-d25 events (non-s) | 1x         | ~ 0.3x      | -70%
  * ============================================================================
  */
 
@@ -457,6 +598,15 @@ const config = {
 			requireRepeats: true,
 			weight: 10,
 			order: "last-fixed",
+			experiment: {
+				name: "Express Checkout",
+				variants: [
+					{ name: "Control" },
+					{ name: "Express Checkout", conversionMultiplier: 1.25 },
+					{ name: "Social Proof", conversionMultiplier: 1.15, ttcMultiplier: 0.9 },
+				],
+				startDaysBeforeEnd: 30,
+			},
 		}
 
 	],
@@ -492,24 +642,15 @@ const config = {
 	lookupTables: [],
 	hook: function (record, type, meta) {
 
-		// Hook 7 (T2C): SIGNUP FLOW TIME-TO-CONVERT (funnel-post)
-		// Gold/platinum loyalty tier users complete the Signup Flow funnel
-		// 1.4x faster (factor 0.71); bronze users 1.3x slower (factor 1.3).
-		if (type === "funnel-post") {
-			const segment = meta?.profile?.loyalty_tier;
-			if (Array.isArray(record) && record.length > 1) {
-				const factor = (
-					segment === "gold" || segment === "platinum" ? 0.71 :
-					segment === "bronze" ? 1.3 :
-					1.0
-				);
-				if (factor !== 1.0) {
-					for (let i = 1; i < record.length; i++) {
-						const prev = dayjs(record[i - 1].time);
-						const newGap = Math.round(dayjs(record[i].time).diff(prev) * factor);
-						record[i].time = prev.add(newGap, "milliseconds").toISOString();
-					}
-				}
+		// H9: Dark Theme Power Users (funnel-pre)
+		// Dark-theme users convert 1.3x better on the purchase funnel;
+		// light-theme users convert 0.85x. Custom-theme is unchanged.
+		if (type === "funnel-pre") {
+			const isPurchaseFunnel = meta.funnel?.sequence?.includes("checkout");
+			if (isPurchaseFunnel) {
+				const theme = meta.profile?.theme;
+				if (theme === "dark") record.conversionRate = Math.min(95, Math.round(record.conversionRate * 1.3));
+				else if (theme === "light") record.conversionRate = Math.round(record.conversionRate * 0.85);
 			}
 		}
 
@@ -614,7 +755,8 @@ const config = {
 			});
 
 			// Hook 6: View-Item Magic Number (behavioral, no flags)
-			// Users in 3-8 view-item sweet spot show ~25% higher cart amounts.
+			// Users in 3-8 view-item sweet spot show ~25% higher cart amounts
+			// AND elevated add-to-cart rate (~45% boost via cloned events).
 			// Users >=9 are over-engaged window-shoppers; ~30% of their checkouts drop.
 			const viewItemCount = record.filter(e => e.event === 'view item').length;
 			if (viewItemCount >= 3 && viewItemCount <= 8) {
@@ -627,6 +769,20 @@ const config = {
 						}));
 					}
 				});
+				// Clone ~45% of add-to-cart events to boost cart add rate
+				const addToCartEvents = record.filter(e => e.event === 'add to cart');
+				const clones = [];
+				addToCartEvents.forEach(e => {
+					if (chance.bool({ likelihood: 45 })) {
+						const offsetMs = integer(60_000, 600_000); // 1-10 min offset
+						clones.push({
+							...e,
+							insert_id: uid(),
+							time: dayjs(e.time).add(offsetMs, 'milliseconds').toISOString()
+						});
+					}
+				});
+				if (clones.length > 0) record.push(...clones);
 			} else if (viewItemCount >= 9) {
 				for (let i = record.length - 1; i >= 0; i--) {
 					if (record[i].event === 'checkout' && chance.bool({ likelihood: 30 })) {
@@ -635,6 +791,79 @@ const config = {
 				}
 			}
 
+			// Hook 7 (TTC): SIGNUP FLOW TIME-TO-CONVERT (everything)
+			// Gold/platinum loyalty users complete the Signup Flow funnel
+			// 0.67x faster; bronze users 1.33x slower. Loyalty tier is read
+			// from SCD data (meta.scd.loyalty_tier); falls back to a
+			// deterministic hash of user_id for consistent assignment.
+			//
+			// The funnel uses order:"first-and-last-fixed" so middle steps
+			// can reorder. We anchor on the first "sign up" event, look back
+			// up to 2 days for all funnel-step events in that window, and
+			// scale the whole cluster via scaleFunnelTTC.
+			{
+				// Determine loyalty tier from SCD (latest entry) or hash fallback
+				let loyaltyTier = "silver"; // default baseline
+				const scdEntries = meta?.scd?.loyalty_tier;
+				if (Array.isArray(scdEntries) && scdEntries.length > 0) {
+					// Pick the latest SCD entry
+					const latest = scdEntries.reduce((a, b) =>
+						(a.time > b.time ? a : b));
+					loyaltyTier = latest.loyalty_tier || "silver";
+				} else {
+					// Deterministic hash fallback: gold ~20%, silver ~30%, bronze ~50%
+					const uid = record[0]?.user_id || "";
+					const hash = uid.split("").reduce((acc, c) => acc + c.charCodeAt(0), 0);
+					const bucket = hash % 100;
+					loyaltyTier = bucket < 20 ? "gold" : bucket < 50 ? "silver" : "bronze";
+				}
+
+				const ttcFactor = (
+					loyaltyTier === "gold" || loyaltyTier === "platinum" ? 0.67 :
+					loyaltyTier === "bronze" ? 1.33 :
+					1.0
+				);
+				if (ttcFactor !== 1.0) {
+					// Find signup funnel: anchor on first "sign up", look back 2 days
+					// for the cluster of funnel-step events
+					const funnelSteps = new Set(["page view", "view item", "save item", "sign up"]);
+					const sorted = record.slice().sort((a, b) =>
+						new Date(a.time) - new Date(b.time));
+					const signupEvent = sorted.find(e => e.event === "sign up");
+					if (signupEvent) {
+						const signupMs = new Date(signupEvent.time).getTime();
+						const windowMs = 2 * 24 * 60 * 60 * 1000; // 2-day lookback
+						const funnelEvents = sorted.filter(e =>
+							funnelSteps.has(e.event) &&
+							new Date(e.time).getTime() >= signupMs - windowMs &&
+							new Date(e.time).getTime() <= signupMs
+						);
+						if (funnelEvents.length >= 2) {
+							scaleFunnelTTC(funnelEvents, ttcFactor);
+						}
+					}
+				}
+			}
+
+		}
+
+		// H10: Save-Item Retention (everything — retention magic number)
+		// Born-in-dataset users with 2+ "save item" in their first 10 days
+		// retain; users below the threshold lose ~70% of events after day 25.
+		if (type === "everything" && meta.userIsBornInDataset) {
+			const firstT = record[0]?.time;
+			if (firstT) {
+				const window10 = dayjs(firstT).add(10, 'days').toISOString();
+				const saves = record.filter(e => e.event === 'save item' && e.time <= window10).length;
+				if (saves < 2) {
+					const cutoff = dayjs(firstT).add(25, 'days');
+					for (let i = record.length - 1; i >= 0; i--) {
+						if (dayjs(record[i].time).isAfter(cutoff) && chance.bool({ likelihood: 70 })) {
+							record.splice(i, 1);
+						}
+					}
+				}
+			}
 		}
 
 		// Filter out events tagged for removal in the event hook

package/dungeons/vertical/education.js

@@ -52,7 +52,7 @@ const chance = u.initChance(SEED);
 
 /**
  * ═══════════════════════════════════════════════════════════════════════════════
- * ANALYTICS HOOKS (9 hooks)
+ * ANALYTICS HOOKS (10 hooks)
  * ═══════════════════════════════════════════════════════════════════════════════
  *
  * NOTE: All cohort effects are HIDDEN — no flag stamping. Discoverable via
@@ -216,7 +216,7 @@ const chance = u.initChance(SEED);
  * ---------------------------------------------------------------
  * 7. FREE VS PAID COURSES (funnel-pre + everything)
  *
- * PATTERN: Free users get 0.5x funnel conversion rate; paid
+ * PATTERN: Free users get 0.5x funnel conversion rate on the cert funnel only; paid
  * subscribers get 1.5x. Free users also lose 55% of their
  * certificates, producing a ~2.2x completion gap.
  *
@@ -266,10 +266,13 @@ const chance = u.initChance(SEED);
  * despite spending less time.
  *
  * ---------------------------------------------------------------
- * 9. COURSE COMPLETION TIME-TO-CONVERT (funnel-post)
+ * 9. COURSE COMPLETION TIME-TO-CONVERT (everything)
  *
  * PATTERN: Annual subscribers complete the course-completion funnel
- * 1.4x faster (factor 0.71); Free users 1.4x slower (factor 1.4).
+ * 2x faster (factor 0.5); Free users 1.8x slower (factor 1.8).
+ * Applied in the everything hook by scaling the enrolled-to-cert
+ * gap on the raw events. Stronger factors compensate for the
+ * composition effect from H7's conversion-rate gating.
  *
  * HOW TO FIND IT IN MIXPANEL:
  *
@@ -277,15 +280,40 @@ const chance = u.initChance(SEED);
  *   - Funnels > "course enrolled" -> "lecture completed" -> "quiz completed" -> "certificate earned"
  *   - Measure: Median time to convert
  *   - Breakdown: subscription_status
- *   - Expected: annual ~ 0.71x baseline; free ~ 1.4x baseline
+ *   - Expected: annual < monthly < free (direction)
  *
- *   NOTE (funnel-post measurement): visible only via Mixpanel funnel
- *   median TTC. Cross-event MIN→MIN SQL queries on raw events do NOT
- *   show this — funnel-post adjusts gaps within funnel instances, not
- *   across the user's full event history.
+ *   Also visible via cross-event SQL: MIN("course enrolled" time) to
+ *   MIN("certificate earned" time) per user, broken down by
+ *   subscription_status. Annual < monthly < free.
  *
  * REAL-WORLD ANALOGUE: Paid commitment accelerates throughput.
  *
+ * ---------------------------------------------------------------
+ * 10. SOCIAL LEARNING EXPERIMENT (funnel experiment)
+ *
+ * PATTERN: A/B experiment on the Social Learning funnel (discussion
+ * posted → study group joined → resource downloaded). "AI Study
+ * Buddy" variant boosts conversion 1.4x and speeds TTC to 0.85x.
+ * Activates 30 days before dataset end.
+ *
+ * HOW TO FIND IT IN MIXPANEL:
+ *
+ *   Report 1: $experiment_started by Variant
+ *   - Report type: Insights
+ *   - Event: "$experiment_started"
+ *   - Measure: Total
+ *   - Breakdown: "$experiment_name" and "Variant"
+ *   - Expected: ~50% Control, ~50% AI Study Buddy
+ *
+ *   Report 2: Social Learning Funnel by Variant
+ *   - Report type: Funnels
+ *   - Steps: "discussion posted" → "study group joined" → "resource downloaded"
+ *   - Breakdown: Variant
+ *   - Expected: AI Study Buddy ~ 1.4x conversion vs Control
+ *
+ * REAL-WORLD ANALOGUE: AI-powered study companions boost social
+ * engagement and resource discovery in cohort-based courses.
+ *
  * ═══════════════════════════════════════════════════════════════════════════════
  * EXPECTED METRICS SUMMARY
  * ═══════════════════════════════════════════════════════════════════════════════
@@ -301,7 +329,9 @@ const chance = u.initChance(SEED);
  * Semester-End Spike      | Assessment volume     | 1x       | ~ 2x         | 2x
  * Free vs Paid            | Course completion     | 15%      | 33%          | 2.2x
  * Playback Speed          | Quiz score (speed)    | ~ 65     | ~ 73         | +8 pt
- * Course Completion T2C   | median min by tier    | 1x       | 0.71x/1.4x   | ~ 2x range
+ * Course Completion T2C   | median min by tier    | 1x       | 0.5x/1.8x    | ~ 3.6x range
+ * Social Learning Exp    | AI variant conversion | 1x       | 1.4x          | 1.4x
+ * Social Learning Exp    | AI variant TTC        | 1x       | 0.85x         | -15%
  */
 
 // Generate consistent IDs for lookup tables and event properties
@@ -374,6 +404,14 @@ const config = {
 			conversionRate: 50,
 			timeToConvert: 12,
 			weight: 2,
+			experiment: {
+				name: "AI Study Buddy",
+				variants: [
+					{ name: "Control" },
+					{ name: "AI Study Buddy", conversionMultiplier: 1.4, ttcMultiplier: 0.85 },
+				],
+				startDaysBeforeEnd: 30,
+			},
 		},
 		{
 			// Instructor interaction loop
@@ -617,7 +655,7 @@ const config = {
 	/**
 	 * ARCHITECTED ANALYTICS HOOKS
 	 *
-	 * This hook function creates 8 deliberate patterns in the data:
+	 * This hook function creates 10 deliberate patterns in the data:
 	 *
 	 * 1. STUDENT VS INSTRUCTOR PROFILES: Instructor profiles get teaching attributes; students get learning attributes
 	 * 2. DEADLINE CRAMMING: Assignments submitted on Sun/Mon are rushed and lower quality
@@ -625,8 +663,10 @@ const config = {
 	 * 4. STUDY GROUP RETENTION: Early study group joiners retain; non-joiners with low scores churn
 	 * 5. HINT DEPENDENCY: Hint users get locked into easy problems; non-hint users tackle harder ones
 	 * 6. SEMESTER-END SPIKE: Days 75-85 see doubled assessment activity (cramming period)
-	 * 7. FREE VS PAID COURSES: Paid subscribers convert through Course Completion funnel at ~2.2x rate
+	 * 7. FREE VS PAID COURSES: Paid subscribers convert through Course Completion funnel at ~2.2x rate (funnel-pre scoped to cert funnel only)
 	 * 8. PLAYBACK SPEED CORRELATION: Speed learners paradoxically score higher; thorough learners get extended time
+	 * 9. COURSE COMPLETION TTC: Annual subscribers complete cert funnel faster; free users slower (everything hook)
+	 * 10. SOCIAL LEARNING EXPERIMENT: A/B test on Social Learning funnel with AI Study Buddy variant (funnel experiment config)
 	 */
 	hook: function (record, type, meta) {
 		// HOOK 1: STUDENT VS INSTRUCTOR PROFILES (user) — role-based attributes.
@@ -664,33 +704,18 @@ const config = {
 		}
 
 		// HOOK 7 (funnel-pre): FREE VS PAID — free users get 0.5x conversion rate;
-		// paid subscribers get 1.5x. Applies to course-completion funnel.
+		// paid subscribers get 1.5x. Scoped to the course-completion funnel ONLY
+		// (sequence ending in "certificate earned") to avoid displacing standalone
+		// events for paid users and triggering unintended churn in H4.
 		if (type === "funnel-pre") {
-			const subStatus = meta?.profile?.subscription_status;
-			if (subStatus === "free") {
-				record.conversionRate = Math.round(record.conversionRate * 0.5);
-			} else if (subStatus === "monthly" || subStatus === "annual") {
-				record.conversionRate = Math.min(100, Math.round(record.conversionRate * 1.5));
-			}
-		}
-
-		// HOOK 9 (T2C): COURSE COMPLETION TIME-TO-CONVERT (funnel-post)
-		// Annual subscribers complete the Course Completion funnel 1.4x
-		// faster (factor 0.71); Free users 1.4x slower (factor 1.4).
-		if (type === "funnel-post") {
-			const segment = meta?.profile?.subscription_status;
-			if (Array.isArray(record) && record.length > 1) {
-				const factor = (
-					segment === "annual" ? 0.71 :
-					segment === "free" ? 1.4 :
-					1.0
-				);
-				if (factor !== 1.0) {
-					for (let i = 1; i < record.length; i++) {
-						const prev = dayjs(record[i - 1].time);
-						const newGap = Math.round(dayjs(record[i].time).diff(prev) * factor);
-						record[i].time = prev.add(newGap, "milliseconds").toISOString();
-					}
+			const isCertFunnel = Array.isArray(meta?.funnel?.sequence) &&
+				meta.funnel.sequence.includes("certificate earned");
+			if (isCertFunnel) {
+				const subStatus = meta?.profile?.subscription_status;
+				if (subStatus === "free") {
+					record.conversionRate = Math.round(record.conversionRate * 0.5);
+				} else if (subStatus === "monthly" || subStatus === "annual") {
+					record.conversionRate = Math.min(100, Math.round(record.conversionRate * 1.5));
 				}
 			}
 		}
@@ -779,8 +804,51 @@ const config = {
 			});
 			if (duplicates.length > 0) userEvents.push(...duplicates);
 
-			// HOOK 7: FREE VS PAID — free users lose 55% of certificates.
 			const subStatus = profile ? profile.subscription_status : "free";
+
+			// HOOK 9 (T2C): COURSE COMPLETION TIME-TO-CONVERT (everything)
+			// Annual subscribers complete the cert funnel 2x faster (factor 0.5);
+			// Free users 1.8x slower (factor 1.8). For each "certificate earned"
+			// event, find the nearest preceding "course enrolled" and scale the gap.
+			// Runs BEFORE cert-dropping (H7) so TTC adjustments aren't masked by
+			// survivorship bias from the 55% free cert removal.
+			{
+				const ttcFactor = (
+					subStatus === "annual" ? 0.5 :
+					subStatus === "free" ? 1.8 :
+					1.0
+				);
+				if (ttcFactor !== 1.0) {
+					// Collect all "course enrolled" times (sorted) for binary lookup
+					const enrolledTimes = userEvents
+						.filter(e => e.event === "course enrolled")
+						.map(e => dayjs(e.time))
+						.sort((a, b) => a.valueOf() - b.valueOf());
+
+					if (enrolledTimes.length > 0) {
+						for (const event of userEvents) {
+							if (event.event === "certificate earned") {
+								const certTime = dayjs(event.time);
+								// Find the latest enrolled time before this cert
+								let anchor = null;
+								for (let k = enrolledTimes.length - 1; k >= 0; k--) {
+									if (enrolledTimes[k].isBefore(certTime)) {
+										anchor = enrolledTimes[k];
+										break;
+									}
+								}
+								if (anchor) {
+									const gap = certTime.diff(anchor);
+									const newGap = Math.round(gap * ttcFactor);
+									event.time = anchor.add(newGap, "milliseconds").toISOString();
+								}
+							}
+						}
+					}
+				}
+			}
+
+			// HOOK 7: FREE VS PAID — free users lose 55% of certificates.
 			if (subStatus === "free") {
 				for (let i = userEvents.length - 1; i >= 0; i--) {
 					if (userEvents[i].event === "certificate earned" && chance.bool({ likelihood: 55 })) {