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.
The Marketing Talent Pipeline Is Breaking – And We're All Holding the Wrench
The entry-level marketing talent pipeline is cracking under AI adoption pressure – and we're the ones applying it. Entry-level jobs dropped 35% while we celebrated productivity gains, severing the very ladder that created today's marketing leaders.
Google's Enhanced Conversions Update: What the June 2026 Simplification Means for Your Measurement Stack
Google's merging enhanced conversions for web and leads into a single toggle in June 2026, eliminating the forced choice between implementation paths. This isn't about new functionality – it's about making your measurement stack more durable and less likely to break when teams change or sites get redesigned.
Automation Drift: The 417% Conversion Spike That Should Terrify Your CFO
A 417% conversion spike sounds like a board-ready win – until you realize the algorithm optimized toward the wrong outcome. When automation drift inflates platform metrics while delivering nothing to the P&L, your CFO will eventually notice.
The "Ultimate Guide" Is Dead. Long Live the Focused Answer.
A massive new study reveals that ChatGPT cites focused content more than comprehensive "ultimate guides." The data shows moderate coverage outperforms exhaustive coverage – time to rethink your content playbook.
Connecting Supermetrics to AI Tools: The CFO-Safe Playbook for Marketing Data Activation
Every marketing leader wants AI tools that actually understand their data, but 27% of CMOs still report limited GenAI adoption. The gap isn't capability – it's connectivity, and Supermetrics' new AI integrations change that equation completely.
AI Video Editing: The CFO-Safe Case for Accelerating Production Without Sacrificing Quality
The math on video production has fundamentally changed – AI-assisted workflows deliver 60-80% cost savings and compress production time from days to hours. For B2B marketing leaders facing CFO scrutiny, the question isn't whether AI video tools work, but whether they work well enough to justify reallocating budget from traditional production.
When ABM Meets Attribution: The B2B Marketing Power Couple of 2026
B2B marketing in 2026 is like being a DJ at a wedding – you've got to read the room and prove your worth while targeting accounts that actually matter. The marriage of ABM and attribution isn't just changing how we measure success; it's redefining what winning looks like entirely.
If Search Captures Demand, Public Evidence Creates It
In 2026, zero-click and AI discovery make proof a GTM input: build a public evidence ledger to create demand before search captures it.
AI Search Will Crack B2B Marketing Accountability—Unless You Switch to Holdout-Based Measurement
AI search is pushing B2B discovery off-site, breaking click-based attribution; use holdout tests to prove incremental qualified pipeline lift instead.