Platform Retargeting Suppression Onboarding Integrations Pricing Blog Sign in Request Access
The Loom

The Loom — behavioral data for growth teams

Practical writing on event-driven audience building, behavioral segmentation patterns, and the audience sync layer between your warehouse and your ad platforms. Written for growth leads and marketing data managers who own the toolchain.

Latest article
Abstract illustration showing a small team making sense of data complexity
Strategy

Do You Actually Need a CDP? A Practical Guide for Companies Under 200 People

Enterprise CDPs are designed for organizations with dedicated data engineering teams and six-figure toolchain budgets. If your company has one data person and a 50K profile user base, the tradeoffs look different. This is a practical framework for deciding what you actually need.

Jordan Ashby ·
All articles
Abstract identity graph showing user profiles merging across devices
Data

Identity Resolution for Growth Teams: The Basics That Actually Matter

Identity resolution is the part of the CDP stack that growth teams usually ignore until something breaks — an audience that's 15% larger than it should be, or a user who keeps getting the same onboarding email. Here's the minimum you need to get right.

Jordan Ashby ·
Visual comparing event stream data versus static user profile attributes
Product

Event-Based Segmentation vs. Profile Attributes: When Each Wins

Profile attributes — plan type, signup date, industry — describe a user's static state. Behavioral events describe what they did last week. Most audience configurations over-rely on the former and under-use the latter. Here's when each wins.

Jordan Ashby ·