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.
Microsoft's New AI Ad Rules: What the Provenance Requirement Actually Means for Your Budget
Your creative team just shipped a campaign with AI-generated visuals, then Microsoft rejected it because someone stripped the metadata during export. That scenario is no longer hypothetical, and the compliance overhead just became a line item.
Only 23% of B2B Launches Hit Revenue Targets. The Fix Isn't Better Marketing — It's Fewer Launches.
Only 23% of B2B launches hit first-year revenue targets. Here's why tiering your launch queue with buyer evidence fixes the capacity problem PMMs face.
Keyword Stuffing Hurts AI Visibility. Two GEO Experiments Show What Actually Works.
Two GEO experiments tracking 775 AI citation events show evidence-forward content beats keyword tactics for AI visibility across ChatGPT, Gemini, and more.
Google's Lift Studies Grade Their Own Homework. Here's How to Grade It Yourself.
Google's lift studies use certainty labels that favor continued spend. Replication risk analysis shows why B2B SaaS teams need their own evidentiary standards.
Growth Hacking Promised You 20% Gains. The Real Number Is Closer to 70% Failure.
That VP of Marketing who just fired her third 'growth hacker' in eighteen months? She's not alone. The gap between what growth hacking sells and what it actually delivers has become the industry's worst-kept secret, and it's time we talked about the math that doesn't add up.
Whatever Happened to Good Old-Fashioned Retail? The AI Reckoning Nobody Saw Coming
AI-driven traffic to retail sites grew 393% year-over-year, and those visitors now convert 42% better than traditional channels. The discovery layer is being reintermediated, and if your product isn't in the AI's curated answer, you might as well not exist.
Google's Data Manager Overhaul: What the Migration Means for Your Pipeline
Google quietly broke offline conversion imports for dormant developer tokens, and if your CRM-to-Ads pipeline went silent without anyone noticing, you're not alone. The Data Manager migration isn't a routine API bump, it's a structural shift that exposes every fragile handoff between your CRM, consent layer, and ad accounts.
Everything Is an Ad Network, Even Cars. But All Ad Networks Need Measurement
Your car knows you're hungry, 15 minutes from the mall, and talking about dishwashers. Ford's patent for in-cabin ad targeting is just the beginning, but without measurement standards, the $625 billion automotive ad opportunity is just another walled garden with leather seats.
Google's EEA Search Redesign and the Return of Post Views: What the Numbers Mean for Your Pipeline
Google just handed you two data shifts that could wreck your Q4 attribution if you're not paying attention. Your EEA rank tracking is noisier, Business Profile post views are back after 42 months, and the math on both requires immediate calibration.