DataWorks
B2B Marketing Data, Attribution & Analytics
Without visibility, you're flying blind. Without correlation, you're guessing.
Most marketing teams are rich in dashboards and poor in answers. DataWorks covers attribution, measurement infrastructure, and the intelligence layer that makes every other marketing investment legible.
Without visibility you are flying blind; without correlation you are guessing — this section is about replacing both with evidence.
Four Warning Signs Your Marketing Team Is Next for AI Cuts
More than 1,300 U.S. companies are showing all four signals of what analysts call 'Quiet Restructuring', and the cuts coming in late 2027 are already visible in the data today. If you're building next year's marketing budget, here's the diagnostic you should run this week.
When Your Product Is the Marketing Funnel: What Barrière's Vitamin Patches Teach Us About Attribution in 2026
Someone asks about your tattoo. You explain it's actually a vitamin patch. Congratulations: you've just become an unpaid brand ambassador, and Barrière's marketing team has no idea how to credit you for the sale that might follow.
The Measurement Gap: How SEO Teams Are Tracking AI Citations Across Six Engines
Your brand can rank first on Google and be completely invisible in ChatGPT, and only 14% of marketers are tracking that gap. Here's how SEO teams are building measurement systems across six AI engines before their next board review.
The Cannes Lions Lesson Every Creative AI Initiative Needs
Cannes Lions just drew a line in the sand that most marketing teams haven't noticed yet. The festival's new AI Craft Lions asks a question that separates teams who will thrive with AI from those wondering why their campaigns feel forgettable: Did AI actually make your idea stronger, or did you just use it because everyone's using it?
Google Ads Tracking in 2026: Five Fixes That Actually Move the Forecast
Your Smart Bidding is only as good as the signals feeding it, and most accounts are bleeding budget into modeled guesswork without knowing it. Here's the five-point audit that separates predictable pipeline from CFO heartburn.
Databricks CustomerLake: A Stress Test for Agentic CDPs and the Teams That Buy Them
Databricks CustomerLake enters the CDP market with agentic AI agents and warehouse-native architecture, but the 41%-vs-22% utilization gap suggests technology alone won't close it.
AEO Revenue Playbook: 3 Plays to Convert AI Visibility Into Pipeline
Your brand might be showing up in AI responses, but is that visibility actually turning into pipeline? Here's the playbook the teams winning right now are running, and it has nothing to do with share of voice dashboards.
Reddit's Community Intelligence Play: What the Math Says About Your Next Media Mix Decision
Reddit just handed B2B marketers a new variable for the attribution model. The question is whether it belongs there, and I've got the framework to help you figure that out before your next budget review.
3 Questions That Reveal Your Real Search Performance
Your search dashboard is lying to you. Two-thirds of searches now end without a click, and if you're still measuring success by traffic alone, you're essentially judging a DJ by how many people bought the album instead of how many danced.