Learn · every claim sourced

Understand integrated marketing, step by step

Plain-language foundations, primers and guides on integrated marketing communications, with a source for every claim. New here? Begin with the short reads below.

Glossary · 118 terms Every source we cite Toolkit

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The library

ExplainerApplied

First-party data and customer data platforms: when a CDP is worth it

What first-party and zero-party data are and why they matter more as browsers block tracking, what a customer data platform does, packaged versus composable CDPs, how identity resolution works, and a test for whether you need one at all.

7 min read16 October 202611 sources

ExplainerApplied

Customer value and lifetime value: what a customer is worth, and what loyalty really buys

Customers stay when the value they get beats the alternatives, and a customer's lifetime value is the discounted margin they will bring. How to estimate it, what the retention evidence does and does not show, and how to use NPS without being misled by it.

7 min read16 October 202615 sources