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 Reporting Gap: What the Admission Means for Your Pipeline
Google just admitted Search Console's AI search reports don't give you the position data you need, and they're not racing to fix it. Here's what that means for your attribution models and what to do about the measurement gap affecting half of all queries.
AI Is Changing Media Faster Than Marketers Can Measure It
Forty-four percent of ad buyers say adapting to AI-driven consumer behavior is their top challenge, and the measurement systems built for a click-based world are failing to keep pace. Here's what the gap means for your budget decisions and how to start closing it.
Lost in Translation: Why Content and Data Teams Can't Speak the Same Language
I've watched brilliant campaigns die in meetings where content strategists say 'high-intent prospects' and data teams ask 'what does that mean in trackable behaviors?' The silence that follows is where marketing goes to die. Here's how to build the translation layer that saves it.
Google's Full-Web Search API Is Now Partner-Only. Here's What That Means for Your Martech Stack.
If you've been running programmatic search queries through Google's Custom Search JSON API, your clock is ticking, January 2027 marks the hard sunset. Here's what's actually changing, which workflows are at risk, and the 90-day migration checklist you need to start now.
The 2003 Framework That Was Already Doing Query Fan-Out
Turns out, that 'old school' nested keyword technique from 2003 was doing something we now call query fan-out, about two decades before anyone gave it a name. And in a world where AI systems generate hundreds of millions of novel queries daily, that prophetic approach is the only game worth playing.
AI Update, September 11, 2026: The Governance Gap Gets a Deadline
Seventy-eight percent of executives cannot prove their AI works as intended. California just gave them a reason to care, and a 16-month countdown to get their governance house in order before the nation's first independent AI auditor framework kicks in.
6sense's MCP Server Puts Buying Signals Inside Your AI Agent. Here's What That Actually Changes.
6sense's MCP Server and expanded APIs bring buying-stage intelligence into AI agents and GTM workflows. Here's what changes, what to watch, and how to test it.
Four Assumptions Your Revenue Model Treats as Fact (They Aren't)
Most B2B teams execute well against assumptions that stopped being true. Here are four broken defaults limiting pipeline and how to test your way out.
Signal Traceability Is the Missing Layer in Your Marketing Agent Stack
Marketing agents recommend budget shifts and audience changes, but can you trace which signals informed those decisions? Here's the governance layer most teams skip.