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.
An “AI VP of Marketing” isn’t a VP. It’s the bottom half of four jobs
An “AI VP Marketing” won’t replace leadership, but it can remove the bottom-half work; here’s how to automate workflows with metrics and guardrails.
AI Max replaces DSA: how to keep landing-page control
Google is retiring DSA for AI Max in 2026; here’s how B2B advertisers can keep landing-page control with routing holdouts, rules, and guardrails.
Journey-aware bidding is here. Your tracking isn’t ready.
Google’s Journey-Aware Bidding and 2026 pacing shifts raise the bar for offline conversion tracking—here’s a practical setup to optimize for SQLs.
GA4’s new cross-channel conversions API: one weekly experiment
Google’s GA4 Data API v1 alpha adds cross-channel conversion reporting; here’s a 7-day parity experiment to standardize dashboards and reduce attribution fights.
ChatGPT self-serve ads: the measurement-first pilot to run
OpenAI’s May 2026 self-serve ChatGPT Ads Manager adds CPC and conversion tracking—here’s a measurement-first pilot to test incremental pipeline safely.
Reddit’s 75% ad revenue jump changes the paid social playbook
Reddit’s Q1 2026 ad revenue surged ~75% as performance ads hit ~60% of mix; here’s a practical incrementality test built for logged-out traffic.
Peak martech in 2026: what the plateau hides
ChiefMartec shows 15,505 martech tools in 2026 with flat net growth but heavy churn; here’s the one experiment to churn-proof your stack.
Intent data still works. The surge-list playbook doesn’t.
Intent data isn’t dead, but surge-list outreach is saturating; use ICP filters, CRM reconciliation, and a holdout test to prove incremental lift.
Task Assistant makes GA4 hygiene harder to ignore
GA4’s new Task Assistant turns analytics hygiene into a guided weekly checklist so B2B teams can reduce underreporting and trust attribution signals.