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.
From Content Factory to Media Operation: A Maturity Model for 2026
Most B2B marketing teams are stuck running content factories, producing 47 assets per month while nobody can trace which ones actually move pipeline. The dirty secret? We've gotten really good at making stuff and terrible at asking whether we should.
Google Ads data retention: the 37-month cliff B2B teams can’t ignore
Google Ads will retain day/week data for 37 months starting June 1, 2026; here’s how B2B teams should archive and redesign reporting.
Geo holdouts: the fastest way to test AI ad messaging
Run a geo holdout test to validate AI-generated ad messaging with incremental lift, clear hypotheses, and guardrails that protect pipeline quality.
Your Biggest Accounts Already Have the Pipeline. You're Just Not Looking in the Right Place.
71% of CEOs say account expansion is critical, but only 49% trust their teams to execute it. New research reveals the revenue your CEO is worried about isn't hiding in some undiscovered market—it's sitting inside accounts you already own, triggered by business changes you're not monitoring.
Google Just Killed Standalone Display Campaigns. Here's What Your Forecast Needs to Know.
Google's forcing Display campaigns into Demand Gen by 2027, and that timeline changes how you'll model upper-funnel spend for the next eighteen months. Here's what you lose, what you gain, and how to structure a pilot that gives Finance the numbers they need before the automatic migration kicks in.
Why Martech Stacks Are Getting Messier
Martech stacks are growing messier as replacement rates fall but tool accumulation rises, creating an integration nightmare that's bleeding revenue. The math doesn't add up for CMOs trying to explain why they're paying for 87 tools but only using half of them effectively.
Server-Side Tracking: The Infrastructure Investment Your CFO Will Actually Approve
Your paid media campaigns are performing better than your dashboards suggest—or worse. The uncomfortable truth is that you genuinely cannot tell which, and that uncertainty is costing you budget authority in every quarterly review.
Why Perplexity Scrapes Your Lead-Gen Pages but Cites Reddit Instead
Your gated landing page converts at 4.2% but when prospects ask AI about your category, they get cited Reddit threads instead of your content. Here's why AI retrieval systems favor ungated substance over marketing promises—and how to fix your citation gap before the window closes.
Google AI Mode Ads Just Changed the Game. Your Lead Quality Metrics Didn't Get the Memo.
Your prospects are having eight-minute conversations with AI-powered ads before they even hit your landing page, but your lead quality metrics are still stuck in the keyword era. Google's AI Mode just rewrote the rules of buyer intent, and most teams are about to learn the hard way that engagement doesn't equal qualification.