An organized study of Integrated Conversational Marketing
Articles curated by pillar — from the 8Cs and Conversation Cycles to metrics, infrastructure and data sovereignty. Use the filters below to browse by topic.
Recent articles
WhatsApp free window may extend up to 7 days for click-to-message ads: what changes on September 21
What changes on September 21 for click-to-WhatsApp ad conversations, how the window opens, and what to prepare before the switch.
WhatsApp Purchase Optimization: Meta's Guide Explained, and What It Doesn't Tell You
Meta released purchase optimization for Click-to-WhatsApp ads. I read the entire guide: eligibility criteria, the labels the system recognizes, the two paths to send events, and three contradictions within the material itself.
Agentic economy: what the Meta report gets right and the layer it misses
Meta says 75% of companies adopted agentic AI and only 15% get returns. The diagnosis is right; it just lacks the layer separating pilot from operation.
WhatsApp Terms of Service: What Really Gets a Number Banned
The four documents governing your number, the activities that most frequently lead to account shutdowns, and what to do when a ban occurs.
How to unblock a WhatsApp account: the step-by-step guide that works
What to write in the review request, in the right order, so you don't lose your number
Max Price on WhatsApp: How the New Marketing Message Pricing Works
How to set the maximum price per marketing message, how Meta calculates the charged amount, and what changes until it becomes mandatory in 2027.
WhatsApp Sessions 2026: Everything Meta Presented for Agencies and Traffic Managers
A complete guide to the August 2026 meeting: CTWA optimized for leads, Username and BSUID, Flows, broadcast lists, creators, and the Meta Business Agent.
WhatsApp Coexist: The Complete Guide to Using WhatsApp Business and API on the Same Number
How messages, 24-hour windows, templates, costs, limits, and history work in coexistence mode
Marketing 7.0 and MCI: What Kotler's book confirms about conversational marketing
The Marketing 7.0 map translated into operations: 8Cs, Dynamic Buying Journey, Crachá de Contexto, and the Órbita queue
Philip Kotler's Marketing 7.0: The Complete Guide in Portuguese
The fifth book in the X.0 series arrived in April 2026 and does not yet have a Portuguese edition. I read the entire book and organized what it actually proposes—the models, the frameworks, what works, and what was left out.
Marketing Mix Modeling (MMM): The Method That Became Indispensable Again in 2026—and How to Apply It to Conversational Marketing
Why the 1960s technique became the measurement story of 2026—and how to combine it with MCI and HTM.
Predictive Marketing: How to Forecast How Many Sales Next Month Will Bring (Before Investing the First Dollar)
From reporting to oracle: how data, AI, and conversation anticipate revenue—featuring a live MCI tool for you to operate.