feat(sase): VIN business-impact dashboard — Faz 3 (no-quota model)

Sase.tr has no monthly VIN quota — access is gated by plan.brandCount
+ user_brands assignments. The PRD's Faz 3 quota-centric metrics don't
apply; this commit ships the 8 business signals that DO apply to that
model. All queries are RO joins of query_logs to subscription/plan/brand.

1. Tier × decode volume (30d) — unique users, decode count, decodes/user,
   and success rate per plan. Plan derived from each user's most-recent
   active/trial subscription.
2. Brand-tier alignment — for plans with brandCount > 0, the fraction
   of decodes that landed on a brand the user actually has access to via
   user_brands. Low alignment = wrong tier or upsell signal.
3. Dormant payers — active subscription + no decode in the last 14 days.
   Sorted by lastDecodeAt ASC (most dormant first), 30 rows.
4. Empty-handed payers — active subscription + zero lifetime decodes.
   Onboarding-broken signal, sorted oldest start_date first.
5. Trial → paid funnel — bucket trial users by decodes-during-trial
   (0, 1–2, 3–5, 6–10, 11–25, 26+) and show the conversion rate (any
   subsequent active/cancelled subscription) per bucket. Answers
   "how many decodes is the aha moment".
6. Retention cohort — weekly signup cohorts (mature ≥30d), split by
   "had a successful decode in first 7 days" vs not; columns show 30d
   active rate per bucket and the retention lift (pp difference).
7. Power users — top 20 by 30d decode count: plan, decode count,
   brand diversity, top brand + occurrences, success rate.
8. Tier mismatch — brand-spesifik plan kullanıcıları whose 30d decodes
   include ≥3 hits on brands they don't have access to. Upsell candidates
   (or refund/downgrade conversation).

All tables link emails to /projects/sase/users/[id] (existing detail page),
so the dashboard is a "find users to talk to" tool, not just numbers.

VIN dashboard header now has a "Business →" pill next to the time range
picker.

Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com>

apps/web/src/app/projects/sase/vin-decode/business/page.tsx

@@ -0,0 +1,517 @@
+import Link from "next/link";
+import { PanelShell } from "@/components/panel-shell";
+import { Badge } from "@/components/ui/badge";
+import {
+  Card,
+  CardContent,
+  CardDescription,
+  CardHeader,
+} from "@/components/ui/card";
+import {
+  Table,
+  TableBody,
+  TableCell,
+  TableHead,
+  TableHeader,
+  TableRow,
+} from "@/components/ui/table";
+import {
+  getTierUsage,
+  getBrandTierAlignment,
+  getDormantPayers,
+  getEmptyHandedPayers,
+  getTrialFunnel,
+  getRetentionCohorts,
+  getPowerUsers,
+  getTierMismatchUsers,
+} from "@/lib/sase/business-impact";
+
+export const dynamic = "force-dynamic";
+
+export default async function BusinessImpactPage() {
+  const [tiers, alignment, dormant, empty, funnel, cohorts, powerUsers, mismatch] =
+    await Promise.all([
+      getTierUsage(30),
+      getBrandTierAlignment(30),
+      getDormantPayers(14, 30),
+      getEmptyHandedPayers(30),
+      getTrialFunnel(90),
+      getRetentionCohorts(8),
+      getPowerUsers(20, 30),
+      getTierMismatchUsers(30, 3, 20),
+    ]);
+
+  return (
+    <PanelShell title="Sase · VIN Business Impact">
+      <div className="flex items-center gap-2 text-xs text-muted-foreground">
+        <Link href="/projects/sase/vin-decode" className="hover:underline">
+          ← VIN Decode dashboard
+        </Link>
+      </div>
+
+      <div>
+        <h2 className="text-xl font-semibold">Business Impact</h2>
+        <p className="text-sm text-muted-foreground">
+          Decode davranışı ile subscription/plan/brand verisinin kesişimi.
+        </p>
+      </div>
+
+      {/* ── 1. Tier × decode ───────────────────────────────────────────── */}
+      <Card>
+        <CardHeader>
+          <CardDescription>1. Tier × decode hacmi (son 30g)</CardDescription>
+        </CardHeader>
+        <CardContent>
+          {tiers.length === 0 ? (
+            <p className="text-sm text-muted-foreground">Veri yok.</p>
+          ) : (
+            <Table>
+              <TableHeader>
+                <TableRow>
+                  <TableHead>Plan</TableHead>
+                  <TableHead className="text-right">Brand sayısı</TableHead>
+                  <TableHead className="text-right">Kullanıcı</TableHead>
+                  <TableHead className="text-right">Decode</TableHead>
+                  <TableHead className="text-right">User başına</TableHead>
+                  <TableHead className="text-right">Başarı</TableHead>
+                </TableRow>
+              </TableHeader>
+              <TableBody>
+                {tiers.map((t) => (
+                  <TableRow key={t.planId ?? "none"}>
+                    <TableCell>
+                      <Badge variant="outline">{t.planName ?? "—"}</Badge>
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums">
+                      {t.planBrandCount === 0
+                        ? "tüm"
+                        : t.planBrandCount ?? "—"}
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums">
+                      {t.uniqueUsers.toLocaleString("tr-TR")}
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums">
+                      {t.totalDecodes.toLocaleString("tr-TR")}
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums">
+                      {t.decodesPerUser.toFixed(1)}
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums">
+                      {pct(t.successRate)}
+                    </TableCell>
+                  </TableRow>
+                ))}
+              </TableBody>
+            </Table>
+          )}
+        </CardContent>
+      </Card>
+
+      {/* ── 2. Brand-tier alignment ─────────────────────────────────────── */}
+      <Card>
+        <CardHeader>
+          <CardDescription>
+            2. Brand-tier uyumu (brand-spesifik plan kullanıcıları, son 30g)
+          </CardDescription>
+        </CardHeader>
+        <CardContent>
+          {alignment.length === 0 ? (
+            <p className="text-sm text-muted-foreground">Brand-spesifik plan kullanımı yok.</p>
+          ) : (
+            <Table>
+              <TableHeader>
+                <TableRow>
+                  <TableHead>Plan</TableHead>
+                  <TableHead className="text-right">Brand sayısı</TableHead>
+                  <TableHead className="text-right">Toplam</TableHead>
+                  <TableHead className="text-right">Atanmış brand</TableHead>
+                  <TableHead className="text-right">Off-brand</TableHead>
+                  <TableHead className="text-right">Uyum oranı</TableHead>
+                </TableRow>
+              </TableHeader>
+              <TableBody>
+                {alignment.map((a) => (
+                  <TableRow key={a.planName}>
+                    <TableCell>
+                      <Badge variant="outline">{a.planName}</Badge>
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums">
+                      {a.planBrandCount}
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums">
+                      {a.totalDecodes.toLocaleString("tr-TR")}
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums text-emerald-600">
+                      {a.onAssignedBrand.toLocaleString("tr-TR")}
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums text-destructive">
+                      {a.offAssignedBrand.toLocaleString("tr-TR")}
+                    </TableCell>
+                    <TableCell
+                      className={`text-right tabular-nums ${
+                        a.alignmentRate >= 0.9
+                          ? "text-emerald-600"
+                          : a.alignmentRate >= 0.75
+                            ? ""
+                            : "text-destructive"
+                      }`}
+                    >
+                      {pct(a.alignmentRate)}
+                    </TableCell>
+                  </TableRow>
+                ))}
+              </TableBody>
+            </Table>
+          )}
+          <p className="mt-2 text-xs text-muted-foreground">
+            Düşük uyum = ya yanlış tier'da kullanıcı, ya da farklı brand'leri görmek isteyen
+            upsell adayı. Tier-mismatch tablosunda kişi başına ayrıntı var.
+          </p>
+        </CardContent>
+      </Card>
+
+      {/* ── 3. Dormant payers ───────────────────────────────────────────── */}
+      <Card>
+        <CardHeader>
+          <CardDescription>
+            3. Dormant payers — active sub var, son 14+ gün decode yok
+          </CardDescription>
+        </CardHeader>
+        <CardContent>
+          {dormant.length === 0 ? (
+            <p className="text-sm text-muted-foreground">Yok — herkes aktif.</p>
+          ) : (
+            <Table>
+              <TableHeader>
+                <TableRow>
+                  <TableHead>Email</TableHead>
+                  <TableHead>İsim</TableHead>
+                  <TableHead>Plan</TableHead>
+                  <TableHead className="text-right">Son decode</TableHead>
+                  <TableHead className="text-right">Lifetime</TableHead>
+                  <TableHead className="text-right">Sub. bitiş</TableHead>
+                </TableRow>
+              </TableHeader>
+              <TableBody>
+                {dormant.map((u) => (
+                  <TableRow key={u.userId}>
+                    <TableCell className="font-mono text-xs">
+                      <Link
+                        href={`/projects/sase/users/${u.userId}`}
+                        className="hover:underline"
+                      >
+                        {u.email}
+                      </Link>
+                    </TableCell>
+                    <TableCell className="text-sm">{u.name ?? "—"}</TableCell>
+                    <TableCell>
+                      <Badge variant="outline">{u.planName ?? "—"}</Badge>
+                    </TableCell>
+                    <TableCell className="text-right text-xs">
+                      {u.daysSinceLastDecode}g önce
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums text-xs">
+                      {u.lifetimeDecodes}
+                    </TableCell>
+                    <TableCell className="text-right text-xs text-muted-foreground">
+                      {u.subscriptionEndsAt
+                        ? u.subscriptionEndsAt.toISOString().slice(0, 10)
+                        : "—"}
+                    </TableCell>
+                  </TableRow>
+                ))}
+              </TableBody>
+            </Table>
+          )}
+        </CardContent>
+      </Card>
+
+      {/* ── 4. Empty-handed payers ──────────────────────────────────────── */}
+      <Card>
+        <CardHeader>
+          <CardDescription>
+            4. Empty-handed payers — active sub, 0 lifetime decode (onboarding kırık)
+          </CardDescription>
+        </CardHeader>
+        <CardContent>
+          {empty.length === 0 ? (
+            <p className="text-sm text-muted-foreground">Yok — paying herkes en az bir sorgu yapmış.</p>
+          ) : (
+            <Table>
+              <TableHeader>
+                <TableRow>
+                  <TableHead>Email</TableHead>
+                  <TableHead>İsim</TableHead>
+                  <TableHead>Plan</TableHead>
+                  <TableHead className="text-right">Sub. başlangıç</TableHead>
+                  <TableHead className="text-right">Süre</TableHead>
+                </TableRow>
+              </TableHeader>
+              <TableBody>
+                {empty.map((u) => (
+                  <TableRow key={u.userId}>
+                    <TableCell className="font-mono text-xs">
+                      <Link
+                        href={`/projects/sase/users/${u.userId}`}
+                        className="hover:underline"
+                      >
+                        {u.email}
+                      </Link>
+                    </TableCell>
+                    <TableCell className="text-sm">{u.name ?? "—"}</TableCell>
+                    <TableCell>
+                      <Badge variant="outline">{u.planName ?? "—"}</Badge>
+                    </TableCell>
+                    <TableCell className="text-right text-xs">
+                      {u.subscriptionStartedAt
+                        ? u.subscriptionStartedAt.toISOString().slice(0, 10)
+                        : "—"}
+                    </TableCell>
+                    <TableCell className="text-right text-xs">
+                      {u.daysSinceSubscriptionStart != null
+                        ? `${u.daysSinceSubscriptionStart}g`
+                        : "—"}
+                    </TableCell>
+                  </TableRow>
+                ))}
+              </TableBody>
+            </Table>
+          )}
+        </CardContent>
+      </Card>
+
+      {/* ── 5. Trial → paid funnel ──────────────────────────────────────── */}
+      <Card>
+        <CardHeader>
+          <CardDescription>
+            5. Trial → paid funnel — trial dönemi decode sayısı vs conversion (son 90g)
+          </CardDescription>
+        </CardHeader>
+        <CardContent>
+          {funnel.length === 0 ? (
+            <p className="text-sm text-muted-foreground">Trial veri yok.</p>
+          ) : (
+            <Table>
+              <TableHeader>
+                <TableRow>
+                  <TableHead>Decode bucket</TableHead>
+                  <TableHead className="text-right">Trial user</TableHead>
+                  <TableHead className="text-right">Converted</TableHead>
+                  <TableHead className="text-right">Conversion oranı</TableHead>
+                </TableRow>
+              </TableHeader>
+              <TableBody>
+                {funnel.map((b) => (
+                  <TableRow key={b.decodeBucket}>
+                    <TableCell className="font-mono text-xs">{b.decodeBucket}</TableCell>
+                    <TableCell className="text-right tabular-nums">
+                      {b.trialUsers.toLocaleString("tr-TR")}
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums">
+                      {b.converted.toLocaleString("tr-TR")}
+                    </TableCell>
+                    <TableCell
+                      className={`text-right tabular-nums ${
+                        b.conversionRate >= 0.3
+                          ? "text-emerald-600"
+                          : b.conversionRate >= 0.1
+                            ? ""
+                            : "text-muted-foreground"
+                      }`}
+                    >
+                      {pct(b.conversionRate)}
+                    </TableCell>
+                  </TableRow>
+                ))}
+              </TableBody>
+            </Table>
+          )}
+          <p className="mt-2 text-xs text-muted-foreground">
+            "X decode yapan %Y dönüyor" — activation metric. Trial'da hangi sayı "aha moment".
+          </p>
+        </CardContent>
+      </Card>
+
+      {/* ── 6. Retention cohort ─────────────────────────────────────────── */}
+      <Card>
+        <CardHeader>
+          <CardDescription>
+            6. Decode başarısı → retention (ilk hafta success var/yok vs 30g sonrası aktiflik)
+          </CardDescription>
+        </CardHeader>
+        <CardContent>
+          {cohorts.length === 0 ? (
+            <p className="text-sm text-muted-foreground">Mature olmuş cohort yok.</p>
+          ) : (
+            <Table>
+              <TableHeader>
+                <TableRow>
+                  <TableHead>Cohort</TableHead>
+                  <TableHead className="text-right">Toplam</TableHead>
+                  <TableHead className="text-right">İlk hafta success</TableHead>
+                  <TableHead className="text-right">İlk hafta success'siz</TableHead>
+                  <TableHead className="text-right">Retention lift</TableHead>
+                </TableRow>
+              </TableHeader>
+              <TableBody>
+                {cohorts.map((c) => {
+                  const hadRate =
+                    c.hadFirstWeekSuccess > 0
+                      ? c.hadFirstWeekSuccessActive30d / c.hadFirstWeekSuccess
+                      : 0;
+                  const nohRate =
+                    c.noFirstWeekSuccess > 0
+                      ? c.noFirstWeekSuccessActive30d / c.noFirstWeekSuccess
+                      : 0;
+                  return (
+                    <TableRow key={c.cohort}>
+                      <TableCell className="font-mono text-xs">{c.cohort}</TableCell>
+                      <TableCell className="text-right tabular-nums">
+                        {c.signupCount}
+                      </TableCell>
+                      <TableCell className="text-right text-xs">
+                        {c.hadFirstWeekSuccessActive30d}/{c.hadFirstWeekSuccess}{" "}
+                        <span className="text-emerald-600">({pct(hadRate)})</span>
+                      </TableCell>
+                      <TableCell className="text-right text-xs">
+                        {c.noFirstWeekSuccessActive30d}/{c.noFirstWeekSuccess}{" "}
+                        <span className="text-muted-foreground">({pct(nohRate)})</span>
+                      </TableCell>
+                      <TableCell
+                        className={`text-right tabular-nums ${
+                          c.retentionLift > 0.1 ? "text-emerald-600" : ""
+                        }`}
+                      >
+                        {c.retentionLift > 0 ? "+" : ""}
+                        {(c.retentionLift * 100).toFixed(1)}pp
+                      </TableCell>
+                    </TableRow>
+                  );
+                })}
+              </TableBody>
+            </Table>
+          )}
+        </CardContent>
+      </Card>
+
+      {/* ── 7. Power users ──────────────────────────────────────────────── */}
+      <Card>
+        <CardHeader>
+          <CardDescription>7. Top 20 power user (son 30g decode hacmi)</CardDescription>
+        </CardHeader>
+        <CardContent>
+          {powerUsers.length === 0 ? (
+            <p className="text-sm text-muted-foreground">Veri yok.</p>
+          ) : (
+            <Table>
+              <TableHeader>
+                <TableRow>
+                  <TableHead>Email</TableHead>
+                  <TableHead>Plan</TableHead>
+                  <TableHead className="text-right">Decode</TableHead>
+                  <TableHead className="text-right">Brand çeşitliliği</TableHead>
+                  <TableHead>Top brand</TableHead>
+                  <TableHead className="text-right">Başarı</TableHead>
+                </TableRow>
+              </TableHeader>
+              <TableBody>
+                {powerUsers.map((u) => (
+                  <TableRow key={u.userId}>
+                    <TableCell className="font-mono text-xs">
+                      <Link
+                        href={`/projects/sase/users/${u.userId}`}
+                        className="hover:underline"
+                      >
+                        {u.email}
+                      </Link>
+                    </TableCell>
+                    <TableCell>
+                      <Badge variant="outline">{u.planName ?? "—"}</Badge>
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums">
+                      {u.decodeCount.toLocaleString("tr-TR")}
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums">
+                      {u.uniqueBrands}
+                    </TableCell>
+                    <TableCell className="font-mono text-xs">
+                      {u.topBrand ?? "—"}{" "}
+                      <span className="text-muted-foreground">
+                        ({u.topBrandCount})
+                      </span>
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums">
+                      {pct(u.successRate)}
+                    </TableCell>
+                  </TableRow>
+                ))}
+              </TableBody>
+            </Table>
+          )}
+        </CardContent>
+      </Card>
+
+      {/* ── 8. Tier mismatch ────────────────────────────────────────────── */}
+      <Card>
+        <CardHeader>
+          <CardDescription>
+            8. Tier mismatch — brand-spesifik tier ama atanmış olmayan brand'lerde 3+ sorgu (upsell adayı)
+          </CardDescription>
+        </CardHeader>
+        <CardContent>
+          {mismatch.length === 0 ? (
+            <p className="text-sm text-muted-foreground">Mismatch yok.</p>
+          ) : (
+            <Table>
+              <TableHeader>
+                <TableRow>
+                  <TableHead>Email</TableHead>
+                  <TableHead>Plan</TableHead>
+                  <TableHead>Atanmış brand'ler</TableHead>
+                  <TableHead className="text-right">Off-brand</TableHead>
+                  <TableHead className="text-right">Off oranı</TableHead>
+                </TableRow>
+              </TableHeader>
+              <TableBody>
+                {mismatch.map((u) => (
+                  <TableRow key={u.userId}>
+                    <TableCell className="font-mono text-xs">
+                      <Link
+                        href={`/projects/sase/users/${u.userId}`}
+                        className="hover:underline"
+                      >
+                        {u.email}
+                      </Link>
+                    </TableCell>
+                    <TableCell>
+                      <Badge variant="outline">{u.planName}</Badge>
+                    </TableCell>
+                    <TableCell className="text-xs">
+                      <div className="flex flex-wrap gap-1">
+                        {u.assignedBrandSlugs.map((b) => (
+                          <Badge key={b} variant="secondary" className="font-mono">
+                            {b}
+                          </Badge>
+                        ))}
+                      </div>
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums text-destructive">
+                      {u.offBrandDecodes}/{u.totalDecodes}
+                    </TableCell>
+                    <TableCell className="text-right tabular-nums">
+                      {pct(u.offBrandRate)}
+                    </TableCell>
+                  </TableRow>
+                ))}
+              </TableBody>
+            </Table>
+          )}
+        </CardContent>
+      </Card>
+    </PanelShell>
+  );
+}
+
+function pct(v: number): string {
+  return `${(v * 100).toFixed(1)}%`;
+}

apps/web/src/app/projects/sase/vin-decode/page.tsx

@@ -87,20 +87,28 @@ export default async function VinDecodePage({
             {RANGE_LABEL[range]} · {health.totalCount.toLocaleString("tr-TR")} sorgu
           </p>
         </div>
-        <div className="flex gap-1">
-          {ALL_RANGES.map((r) => (
-            <Link
-              key={r}
-              href={`?range=${r}`}
-              className={buttonVariants({
-                variant: r === range ? "default" : "outline",
-                size: "sm",
-              })}
-              scroll={false}
-            >
-              {r}
-            </Link>
-          ))}
+        <div className="flex items-center gap-2">
+          <div className="flex gap-1">
+            {ALL_RANGES.map((r) => (
+              <Link
+                key={r}
+                href={`?range=${r}`}
+                className={buttonVariants({
+                  variant: r === range ? "default" : "outline",
+                  size: "sm",
+                })}
+                scroll={false}
+              >
+                {r}
+              </Link>
+            ))}
+          </div>
+          <Link
+            href="/projects/sase/vin-decode/business"
+            className={buttonVariants({ variant: "outline", size: "sm" })}
+          >
+            Business →
+          </Link>
         </div>
       </div>
 

apps/web/src/lib/sase/business-impact.ts

@@ -0,0 +1,630 @@
+import { saseDb } from "@/lib/db-sase";
+
+// All metrics here join query_logs to subscription/plan/brand to answer
+// "what is decode behaviour by business segment?" — these are RO Sase queries.
+
+// ─── 1. Tier × decode volume ──────────────────────────────────────────────
+export type TierRow = {
+  planId: string | null;
+  planName: string | null;
+  planBrandCount: number | null;
+  uniqueUsers: number;
+  totalDecodes: number;
+  successCount: number;
+  failureCount: number;
+  successRate: number;
+  decodesPerUser: number;
+};
+
+export async function getTierUsage(days = 30): Promise<TierRow[]> {
+  const start = new Date(Date.now() - days * 24 * 60 * 60_000);
+  const rows = await saseDb.$queryRaw<
+    Array<{
+      plan_id: string | null;
+      plan_name: string | null;
+      plan_brand_count: number | null;
+      unique_users: bigint;
+      total: bigint;
+      succeeded: bigint;
+      failed: bigint;
+    }>
+  >`
+    SELECT
+      p.id AS plan_id,
+      p.name AS plan_name,
+      p.brand_count AS plan_brand_count,
+      count(DISTINCT q.user_id) AS unique_users,
+      count(*) AS total,
+      count(*) FILTER (WHERE q.success = true) AS succeeded,
+      count(*) FILTER (WHERE q.success = false) AS failed
+    FROM query_logs q
+    LEFT JOIN LATERAL (
+      SELECT us.plan_id
+      FROM user_subscriptions us
+      WHERE us.user_id = q.user_id
+        AND us.status IN ('active', 'trial')
+      ORDER BY us.created_at DESC
+      LIMIT 1
+    ) sub ON TRUE
+    LEFT JOIN plans p ON p.id = sub.plan_id
+    WHERE q.created_at >= ${start}
+    GROUP BY p.id, p.name, p.brand_count
+    ORDER BY count(*) DESC
+  `;
+  return rows.map((r) => {
+    const total = Number(r.total);
+    const users = Number(r.unique_users);
+    const succeeded = Number(r.succeeded);
+    return {
+      planId: r.plan_id,
+      planName: r.plan_name,
+      planBrandCount: r.plan_brand_count,
+      uniqueUsers: users,
+      totalDecodes: total,
+      successCount: succeeded,
+      failureCount: Number(r.failed),
+      successRate: total > 0 ? succeeded / total : 0,
+      decodesPerUser: users > 0 ? total / users : 0,
+    };
+  });
+}
+
+// ─── 2. Brand-tier alignment ───────────────────────────────────────────────
+// For users on brand-specific plans (brandCount > 0), what % of their decodes
+// match brands they actually have access to (assigned via user_brands)?
+export type BrandTierAlignmentRow = {
+  planName: string;
+  planBrandCount: number;
+  totalDecodes: number;
+  onAssignedBrand: number;
+  offAssignedBrand: number;
+  alignmentRate: number;
+};
+
+export async function getBrandTierAlignment(days = 30): Promise<BrandTierAlignmentRow[]> {
+  const start = new Date(Date.now() - days * 24 * 60 * 60_000);
+  const rows = await saseDb.$queryRaw<
+    Array<{
+      plan_name: string;
+      plan_brand_count: number;
+      total: bigint;
+      on_brand: bigint;
+      off_brand: bigint;
+    }>
+  >`
+    WITH active_sub AS (
+      SELECT DISTINCT ON (us.user_id)
+        us.user_id, us.id AS sub_id, us.plan_id
+      FROM user_subscriptions us
+      WHERE us.status IN ('active', 'trial')
+      ORDER BY us.user_id, us.created_at DESC
+    )
+    SELECT
+      p.name AS plan_name,
+      p.brand_count AS plan_brand_count,
+      count(*) AS total,
+      count(*) FILTER (
+        WHERE q.brand_id IS NOT NULL AND EXISTS (
+          SELECT 1 FROM user_brands ub
+          WHERE ub.subscription_id = s.sub_id AND ub.brand_id = q.brand_id
+        )
+      ) AS on_brand,
+      count(*) FILTER (
+        WHERE q.brand_id IS NOT NULL AND NOT EXISTS (
+          SELECT 1 FROM user_brands ub
+          WHERE ub.subscription_id = s.sub_id AND ub.brand_id = q.brand_id
+        )
+      ) AS off_brand
+    FROM query_logs q
+    JOIN active_sub s ON s.user_id = q.user_id
+    JOIN plans p ON p.id = s.plan_id
+    WHERE q.created_at >= ${start}
+      AND p.brand_count > 0  -- skip Full plan (no brand restriction)
+    GROUP BY p.name, p.brand_count
+    ORDER BY count(*) DESC
+  `;
+  return rows.map((r) => {
+    const total = Number(r.total);
+    const on = Number(r.on_brand);
+    const off = Number(r.off_brand);
+    const matched = on + off;
+    return {
+      planName: r.plan_name,
+      planBrandCount: r.plan_brand_count,
+      totalDecodes: total,
+      onAssignedBrand: on,
+      offAssignedBrand: off,
+      alignmentRate: matched > 0 ? on / matched : 0,
+    };
+  });
+}
+
+// ─── 3. Dormant payers (active sub + no decode in N days) ─────────────────
+export type DormantPayer = {
+  userId: string;
+  name: string | null;
+  email: string;
+  planName: string | null;
+  subscriptionEndsAt: Date | null;
+  lastDecodeAt: Date | null;
+  daysSinceLastDecode: number | null;
+  lifetimeDecodes: number;
+};
+
+export async function getDormantPayers(
+  inactiveDays = 14,
+  limit = 30,
+): Promise<DormantPayer[]> {
+  const cutoff = new Date(Date.now() - inactiveDays * 24 * 60 * 60_000);
+  const rows = await saseDb.$queryRaw<
+    Array<{
+      user_id: string;
+      name: string | null;
+      email: string;
+      plan_name: string | null;
+      end_date: Date | null;
+      last_decode_at: Date | null;
+      lifetime_decodes: bigint;
+    }>
+  >`
+    WITH active_sub AS (
+      SELECT DISTINCT ON (us.user_id)
+        us.user_id, us.plan_id, us.end_date
+      FROM user_subscriptions us
+      WHERE us.status = 'active'
+      ORDER BY us.user_id, us.created_at DESC
+    ),
+    user_decode AS (
+      SELECT user_id, max(created_at) AS last_decode_at, count(*) AS lifetime
+      FROM query_logs
+      GROUP BY user_id
+    )
+    SELECT
+      u.id AS user_id,
+      u.name,
+      u.email,
+      p.name AS plan_name,
+      s.end_date,
+      ud.last_decode_at,
+      coalesce(ud.lifetime, 0) AS lifetime_decodes
+    FROM users u
+    JOIN active_sub s ON s.user_id = u.id
+    LEFT JOIN plans p ON p.id = s.plan_id
+    LEFT JOIN user_decode ud ON ud.user_id = u.id
+    WHERE ud.last_decode_at IS NOT NULL
+      AND ud.last_decode_at < ${cutoff}
+    ORDER BY ud.last_decode_at ASC
+    LIMIT ${limit}
+  `;
+  const now = Date.now();
+  return rows.map((r) => ({
+    userId: r.user_id,
+    name: r.name,
+    email: r.email,
+    planName: r.plan_name,
+    subscriptionEndsAt: r.end_date,
+    lastDecodeAt: r.last_decode_at,
+    daysSinceLastDecode: r.last_decode_at
+      ? Math.floor((now - r.last_decode_at.getTime()) / (24 * 60 * 60_000))
+      : null,
+    lifetimeDecodes: Number(r.lifetime_decodes),
+  }));
+}
+
+// ─── 4. Empty-handed payers (active sub + 0 lifetime decode) ──────────────
+export type EmptyHandedPayer = {
+  userId: string;
+  name: string | null;
+  email: string;
+  planName: string | null;
+  subscriptionStartedAt: Date | null;
+  daysSinceSubscriptionStart: number | null;
+};
+
+export async function getEmptyHandedPayers(limit = 30): Promise<EmptyHandedPayer[]> {
+  const rows = await saseDb.$queryRaw<
+    Array<{
+      user_id: string;
+      name: string | null;
+      email: string;
+      plan_name: string | null;
+      start_date: Date | null;
+    }>
+  >`
+    WITH active_sub AS (
+      SELECT DISTINCT ON (us.user_id)
+        us.user_id, us.plan_id, us.start_date
+      FROM user_subscriptions us
+      WHERE us.status = 'active'
+      ORDER BY us.user_id, us.created_at DESC
+    )
+    SELECT
+      u.id AS user_id,
+      u.name,
+      u.email,
+      p.name AS plan_name,
+      s.start_date
+    FROM users u
+    JOIN active_sub s ON s.user_id = u.id
+    LEFT JOIN plans p ON p.id = s.plan_id
+    WHERE NOT EXISTS (
+      SELECT 1 FROM query_logs q WHERE q.user_id = u.id
+    )
+    ORDER BY s.start_date ASC NULLS LAST
+    LIMIT ${limit}
+  `;
+  const now = Date.now();
+  return rows.map((r) => ({
+    userId: r.user_id,
+    name: r.name,
+    email: r.email,
+    planName: r.plan_name,
+    subscriptionStartedAt: r.start_date,
+    daysSinceSubscriptionStart: r.start_date
+      ? Math.floor((now - r.start_date.getTime()) / (24 * 60 * 60_000))
+      : null,
+  }));
+}
+
+// ─── 5. Trial → paid funnel (decode count vs conversion) ──────────────────
+// Bucket trial users by how many decodes they made during their trial period;
+// see what fraction of each bucket eventually had an 'active' subscription.
+export type TrialFunnelRow = {
+  decodeBucket: string;
+  trialUsers: number;
+  converted: number;
+  conversionRate: number;
+};
+
+export async function getTrialFunnel(days = 90): Promise<TrialFunnelRow[]> {
+  const start = new Date(Date.now() - days * 24 * 60 * 60_000);
+  const rows = await saseDb.$queryRaw<
+    Array<{
+      bucket: string;
+      trial_users: bigint;
+      converted: bigint;
+    }>
+  >`
+    WITH trial_users AS (
+      SELECT
+        us.user_id,
+        us.start_date AS trial_start,
+        us.end_date AS trial_end,
+        EXISTS (
+          SELECT 1 FROM user_subscriptions us2
+          WHERE us2.user_id = us.user_id
+            AND us2.status IN ('active', 'cancelled')
+            AND us2.created_at > us.created_at
+        ) AS converted
+      FROM user_subscriptions us
+      WHERE us.status IN ('trial', 'expired')
+        AND us.created_at >= ${start}
+    ),
+    trial_decode_counts AS (
+      SELECT
+        t.user_id,
+        t.converted,
+        count(q.id) AS decode_count
+      FROM trial_users t
+      LEFT JOIN query_logs q
+        ON q.user_id = t.user_id
+        AND q.created_at >= t.trial_start
+        AND q.created_at <= coalesce(t.trial_end, now())
+      GROUP BY t.user_id, t.converted
+    )
+    SELECT
+      CASE
+        WHEN decode_count = 0 THEN '0'
+        WHEN decode_count BETWEEN 1 AND 2 THEN '1-2'
+        WHEN decode_count BETWEEN 3 AND 5 THEN '3-5'
+        WHEN decode_count BETWEEN 6 AND 10 THEN '6-10'
+        WHEN decode_count BETWEEN 11 AND 25 THEN '11-25'
+        ELSE '26+'
+      END AS bucket,
+      count(*) AS trial_users,
+      count(*) FILTER (WHERE converted = true) AS converted
+    FROM trial_decode_counts
+    GROUP BY bucket
+    ORDER BY
+      CASE bucket
+        WHEN '0' THEN 0
+        WHEN '1-2' THEN 1
+        WHEN '3-5' THEN 2
+        WHEN '6-10' THEN 3
+        WHEN '11-25' THEN 4
+        ELSE 5
+      END
+  `;
+  return rows.map((r) => {
+    const trial = Number(r.trial_users);
+    const conv = Number(r.converted);
+    return {
+      decodeBucket: r.bucket,
+      trialUsers: trial,
+      converted: conv,
+      conversionRate: trial > 0 ? conv / trial : 0,
+    };
+  });
+}
+
+// ─── 6. Decode success → retention cohort ─────────────────────────────────
+// Compare 30-day "still active" rate between users whose first-week had ≥1
+// successful decode vs users whose first-week had 0 success.
+export type RetentionCohort = {
+  cohort: string;
+  signupCount: number;
+  hadFirstWeekSuccess: number;
+  hadFirstWeekSuccessActive30d: number;
+  noFirstWeekSuccess: number;
+  noFirstWeekSuccessActive30d: number;
+  retentionLift: number;
+};
+
+export async function getRetentionCohorts(weeks = 8): Promise<RetentionCohort[]> {
+  const start = new Date(Date.now() - weeks * 7 * 24 * 60 * 60_000);
+  const rows = await saseDb.$queryRaw<
+    Array<{
+      cohort: string;
+      signup_count: bigint;
+      had_success: bigint;
+      had_success_active: bigint;
+      no_success: bigint;
+      no_success_active: bigint;
+    }>
+  >`
+    WITH cohort_users AS (
+      SELECT
+        u.id AS user_id,
+        u.created_at,
+        date_trunc('week', u.created_at) AS cohort_week,
+        EXISTS (
+          SELECT 1 FROM query_logs q
+          WHERE q.user_id = u.id
+            AND q.success = true
+            AND q.created_at >= u.created_at
+            AND q.created_at < u.created_at + interval '7 days'
+        ) AS had_first_week_success
+      FROM users u
+      WHERE u.created_at >= ${start}
+        AND u.created_at < now() - interval '30 days'  -- cohort must have had 30d to mature
+    ),
+    enriched AS (
+      SELECT
+        cu.cohort_week,
+        cu.had_first_week_success,
+        EXISTS (
+          SELECT 1 FROM user_subscriptions us
+          WHERE us.user_id = cu.user_id
+            AND us.status IN ('active', 'trial')
+            AND (us.end_date IS NULL OR us.end_date >= cu.created_at + interval '30 days')
+        ) AS still_active_at_30d
+      FROM cohort_users cu
+    )
+    SELECT
+      to_char(cohort_week, 'YYYY-MM-DD') AS cohort,
+      count(*) AS signup_count,
+      count(*) FILTER (WHERE had_first_week_success = true) AS had_success,
+      count(*) FILTER (WHERE had_first_week_success = true AND still_active_at_30d = true) AS had_success_active,
+      count(*) FILTER (WHERE had_first_week_success = false) AS no_success,
+      count(*) FILTER (WHERE had_first_week_success = false AND still_active_at_30d = true) AS no_success_active
+    FROM enriched
+    GROUP BY cohort_week
+    ORDER BY cohort_week DESC
+  `;
+  return rows.map((r) => {
+    const had = Number(r.had_success);
+    const hadActive = Number(r.had_success_active);
+    const noh = Number(r.no_success);
+    const nohActive = Number(r.no_success_active);
+    const hadRate = had > 0 ? hadActive / had : 0;
+    const nohRate = noh > 0 ? nohActive / noh : 0;
+    return {
+      cohort: r.cohort,
+      signupCount: Number(r.signup_count),
+      hadFirstWeekSuccess: had,
+      hadFirstWeekSuccessActive30d: hadActive,
+      noFirstWeekSuccess: noh,
+      noFirstWeekSuccessActive30d: nohActive,
+      retentionLift: hadRate - nohRate,
+    };
+  });
+}
+
+// ─── 7. Power users (top decode users last 30d) ────────────────────────────
+export type PowerUser = {
+  userId: string;
+  name: string | null;
+  email: string;
+  planName: string | null;
+  planBrandCount: number | null;
+  decodeCount: number;
+  uniqueBrands: number;
+  successRate: number;
+  topBrand: string | null;
+  topBrandCount: number;
+};
+
+export async function getPowerUsers(limit = 20, days = 30): Promise<PowerUser[]> {
+  const start = new Date(Date.now() - days * 24 * 60 * 60_000);
+  const rows = await saseDb.$queryRaw<
+    Array<{
+      user_id: string;
+      name: string | null;
+      email: string;
+      plan_name: string | null;
+      plan_brand_count: number | null;
+      decode_count: bigint;
+      unique_brands: bigint;
+      succeeded: bigint;
+      top_brand_slug: string | null;
+      top_brand_count: bigint;
+    }>
+  >`
+    WITH user_decode_stats AS (
+      SELECT
+        q.user_id,
+        count(*) AS decode_count,
+        count(DISTINCT q.brand_id) FILTER (WHERE q.brand_id IS NOT NULL) AS unique_brands,
+        count(*) FILTER (WHERE q.success = true) AS succeeded
+      FROM query_logs q
+      WHERE q.created_at >= ${start}
+      GROUP BY q.user_id
+    ),
+    top_users AS (
+      SELECT user_id, decode_count, unique_brands, succeeded
+      FROM user_decode_stats
+      ORDER BY decode_count DESC
+      LIMIT ${limit}
+    ),
+    top_brand_per_user AS (
+      SELECT DISTINCT ON (q.user_id)
+        q.user_id, b.slug AS top_brand_slug, count(*) OVER (PARTITION BY q.user_id, q.brand_id) AS top_brand_count
+      FROM query_logs q
+      LEFT JOIN brands b ON b.id = q.brand_id
+      WHERE q.created_at >= ${start}
+        AND q.user_id IN (SELECT user_id FROM top_users)
+      ORDER BY q.user_id, count(*) OVER (PARTITION BY q.user_id, q.brand_id) DESC NULLS LAST
+    ),
+    active_sub AS (
+      SELECT DISTINCT ON (us.user_id) us.user_id, us.plan_id
+      FROM user_subscriptions us
+      WHERE us.status IN ('active', 'trial')
+      ORDER BY us.user_id, us.created_at DESC
+    )
+    SELECT
+      t.user_id,
+      u.name,
+      u.email,
+      p.name AS plan_name,
+      p.brand_count AS plan_brand_count,
+      t.decode_count,
+      t.unique_brands,
+      t.succeeded,
+      tb.top_brand_slug,
+      tb.top_brand_count
+    FROM top_users t
+    JOIN users u ON u.id = t.user_id
+    LEFT JOIN active_sub s ON s.user_id = t.user_id
+    LEFT JOIN plans p ON p.id = s.plan_id
+    LEFT JOIN top_brand_per_user tb ON tb.user_id = t.user_id
+    ORDER BY t.decode_count DESC
+  `;
+  return rows.map((r) => {
+    const total = Number(r.decode_count);
+    const succ = Number(r.succeeded);
+    return {
+      userId: r.user_id,
+      name: r.name,
+      email: r.email,
+      planName: r.plan_name,
+      planBrandCount: r.plan_brand_count,
+      decodeCount: total,
+      uniqueBrands: Number(r.unique_brands),
+      successRate: total > 0 ? succ / total : 0,
+      topBrand: r.top_brand_slug,
+      topBrandCount: Number(r.top_brand_count),
+    };
+  });
+}
+
+// ─── 8. Tier mismatch (brand-spesifik tier, çok off-brand fail) ────────────
+// Users on a brand-specific plan who have a lot of decodes on brands they
+// don't have access to → upsell candidates (or refund/downgrade tartışması).
+export type TierMismatchUser = {
+  userId: string;
+  name: string | null;
+  email: string;
+  planName: string | null;
+  planBrandCount: number;
+  totalDecodes: number;
+  offBrandDecodes: number;
+  offBrandRate: number;
+  assignedBrandSlugs: string[];
+};
+
+export async function getTierMismatchUsers(
+  days = 30,
+  minOffBrand = 3,
+  limit = 20,
+): Promise<TierMismatchUser[]> {
+  const start = new Date(Date.now() - days * 24 * 60 * 60_000);
+  const rows = await saseDb.$queryRaw<
+    Array<{
+      user_id: string;
+      name: string | null;
+      email: string;
+      plan_name: string;
+      plan_brand_count: number;
+      total: bigint;
+      off_brand: bigint;
+      assigned_brands: string[];
+    }>
+  >`
+    WITH active_sub AS (
+      SELECT DISTINCT ON (us.user_id)
+        us.user_id, us.id AS sub_id, us.plan_id
+      FROM user_subscriptions us
+      WHERE us.status IN ('active', 'trial')
+      ORDER BY us.user_id, us.created_at DESC
+    ),
+    user_brand_decode AS (
+      SELECT
+        s.user_id,
+        s.sub_id,
+        p.name AS plan_name,
+        p.brand_count AS plan_brand_count,
+        count(*) AS total,
+        count(*) FILTER (
+          WHERE q.brand_id IS NOT NULL AND NOT EXISTS (
+            SELECT 1 FROM user_brands ub
+            WHERE ub.subscription_id = s.sub_id AND ub.brand_id = q.brand_id
+          )
+        ) AS off_brand
+      FROM query_logs q
+      JOIN active_sub s ON s.user_id = q.user_id
+      JOIN plans p ON p.id = s.plan_id
+      WHERE q.created_at >= ${start}
+        AND p.brand_count > 0
+      GROUP BY s.user_id, s.sub_id, p.name, p.brand_count
+    )
+    SELECT
+      ubd.user_id,
+      u.name,
+      u.email,
+      ubd.plan_name,
+      ubd.plan_brand_count,
+      ubd.total,
+      ubd.off_brand,
+      coalesce(
+        array_agg(b.slug ORDER BY b.slug) FILTER (WHERE b.slug IS NOT NULL),
+        ARRAY[]::text[]
+      ) AS assigned_brands
+    FROM user_brand_decode ubd
+    JOIN users u ON u.id = ubd.user_id
+    LEFT JOIN user_brands ub ON ub.subscription_id = (
+      SELECT sub_id FROM active_sub WHERE user_id = ubd.user_id LIMIT 1
+    )
+    LEFT JOIN brands b ON b.id = ub.brand_id
+    WHERE ubd.off_brand >= ${minOffBrand}
+    GROUP BY
+      ubd.user_id, u.name, u.email, ubd.plan_name, ubd.plan_brand_count,
+      ubd.total, ubd.off_brand
+    ORDER BY ubd.off_brand DESC
+    LIMIT ${limit}
+  `;
+  return rows.map((r) => {
+    const total = Number(r.total);
+    const off = Number(r.off_brand);
+    return {
+      userId: r.user_id,
+      name: r.name,
+      email: r.email,
+      planName: r.plan_name,
+      planBrandCount: r.plan_brand_count,
+      totalDecodes: total,
+      offBrandDecodes: off,
+      offBrandRate: total > 0 ? off / total : 0,
+      assignedBrandSlugs: r.assigned_brands ?? [],
+    };
+  });
+}