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.
Salesforce's Agentforce Stumble Is a Warning Shot for Every CMO
Sixty percent accuracy. That's the number that should keep every marketing executive up at night. When the company that literally towers over San Francisco's skyline can't get its flagship AI product to work reliably, it tells us something uncomfortable about where we actually are in the agentic AI timeline.
From B2C to B2R: Why AI Search Rewards Problem Descriptions, Not Product Descriptions
Performance marketing isn't a creative problem anymore, it's a data infrastructure problem. The brands winning on AI surfaces aren't outbidding competitors; they're out-feeding them with problem-oriented descriptions that robots can actually cite.
Your Metrics Just Jumped. Your Performance Didn't.
Google's June 15 update made your Performance Max reports look incredible overnight. But before you take a victory lap, you should know: nothing actually improved. Here's what really changed and why it matters for your next board deck.
SaaS Can't Win on Software Anymore. Here's What Actually Matters Now.
Over $1 trillion in market cap vanished in seven days, and it wasn't a recession, it was investors realizing AI agents might make your SaaS tool redundant. If your marketing strategy still centers on 'our software does X,' you're already behind.
Search Console Now Shows AI Impressions — Here's What B2B SaaS Teams Can Actually Do With Them
Google's new Search Console AI performance reports show impressions in AI Overviews and AI Mode — here's what B2B SaaS teams should measure, ignore, and do next.
Publicis Buys LiveRamp, WPP Walks, and Your Identity Stack Just Got Political
Publicis is acquiring LiveRamp for $2.2B, WPP is walking away, and Marketing Ops teams need to reassess identity vendor risk before the deal closes.
90% of B2B Teams Say Attribution Is Broken. Here's What to Measure Instead.
90% of B2B teams say attribution is broken. Here's a practical triangulation framework using MTA, MMM, and incrementality testing to fix measurement under signal loss.
90% of B2B SaaS Brands Are Invisible in AI Search. Here's How to Measure Yours
90% of B2B SaaS brands have zero AI search mentions. Learn the two-layer tracking system to measure your brand's citation visibility across AI engines.
Your CRM Admin Isn't Going Away. The Job Description Is.
CRM admin roles are shifting from configuration to architecture, governance, and AI oversight. Here's the permission model, compliance checklist, and operating framework for 2026.