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.
Google’s AI search memo: stop renaming SEO
Google says AEO and GEO are still SEO for AI Overviews—so focus on crawl/index fundamentals and make content more citable, not more gimmicky.
Snap’s unified attribution: one move to make iROAS believable
Snap’s 2026 Unified Attribution ties Snap optimization to MMP data, giving demand gen teams a practical path to validate iROAS beyond platform dashboards.
When 93% Account Reach Meets 100 Closed-Won Deals: What Total Expert's ABM Results Actually Tell Us
Most ABM programs die in the gap between impressive reach metrics and actual closed deals. Total Expert's case study bridges that gap with 93% account reach and 100 closed-won deals—here's the unglamorous framework that made it possible.
B2B Buyers Trust AI Less Than Marketers Think
While 75% of marketing leaders say AI is critical to their strategy, only 19% of consumers feel excited about it. This massive trust gap isn't just a perception problem—it's a revenue leak that's reshaping how B2B buyers make decisions.
Reporting to an AI VP marketing: the operating model that matters
AI is already mainstream in marketing; the advantage in 2026 is an operating model with clear human review gates, metrics, and guardrails.
AEO for B2B SaaS in 2026: one ops play to get cited
A practical 2026 AEO play for B2B SaaS: build a citation-ready answer library and measure AI mentions, guardrails, and pipeline impact directionally.
GA4’s new AI Assistant channel: one audit to run this week
GA4 now groups recognized AI chatbot referrers into an AI Assistant channel; here’s a practical audit to baseline it without over-trusting attribution.
Answer “is this working?” with motions, not vibes
A motion-based reporting framework to answer “is this working?” in B2B marketing using leading indicators, closed-loop signals, and clear guardrails.
Google’s AI search advice is boring—and that’s the point
Google’s 2026 generative AI search guide says AI visibility still depends on core SEO: indexation, crawlability, and answerable, trustworthy content.