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.
Your Next AI Visitor Will Know Who Sent It
Forty-four percent of buyers now start their purchase journey in AI tools, but most marketing teams can't see this traffic in their attribution models. The infrastructure to identify AI-originated visitors is finally catching up, and the implications for pipeline forecasting are massive.
Accurate ROI Tracking For Ads: A Complete Guide
Ask any CMO which campaigns drove closed-won revenue last quarter, and watch the room go quiet. The gap between ad activity and ad ROI doesn't close itself, but the teams building proper measurement infrastructure are finally proving marketing's worth in the language finance speaks.
AI GTM: The Essential Guide for B2B Revenue Leaders
Your sales team has AI tools, marketing has AI tools, ops has AI tools, but they're all playing different songs. Here's how to turn your fragmented AI stack into a revenue orchestra that actually works together.
The CFO's Paid Ads Audit: Where Neil Patel's Archive Meets 2026 Unit Economics
Most marketing teams treat paid ads as a volume game until Finance runs the real numbers: CAC payback stretching past 18 months and a growing gap between dashboard metrics and P&L reality. The 2026 reality demands a harder question: are your paid media dollars actually shortening time-to-revenue, or just buying activity?
Google AI Max: What It Is, What It Does, and Whether Your Account Is Ready
Google promises AI Max will boost conversions by 14-27%, but independent testing shows 99% of impressions generate zero conversions. Here's the math your CFO needs to see before you flip that toggle.
Google Gives Sites AI Search Opt-Out, But Not The Data To Use It
Google just gave publishers an AI search opt-out toggle, but without the click data needed to make an informed decision. You get impressions, not the one metric that matters for forecasting revenue, like jumping with a parachute but no altimeter.
Demandbase's Semantic Layer Bet: What It Means for Your List-Building Math
When your marketing ops team defines 'engaged account' differently than sales ops, you're not just creating pipeline friction, you're creating forecast variance that makes your CFO question whether marketing knows what it's measuring. Demandbase just shipped a semantic layer that solves the problem most GTM leaders don't realize they have until quarterly attribution debates start.
AI search cut the clicks. Your comparison page has to close.
A practical 2026 CRO experiment to convert AI-influenced comparison-page traffic with answer-first blocks, clean measurement, and clear guardrails.
Email-based IDs in CTV: when the match rate is 16%
Critics say email-based IDs break down in CTV because household viewing, low IP-to-email match rates, and opaque reporting make lift hard to prove.