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 Campaign Measurement Variable Hiding Inside Your Identity Graph's Expiration Date
B2B identity graph decay degrades campaign measurement silently. Learn how to audit match rate, freshness, and accuracy against CRM truth data this quarter.
How AI Is Reshaping Search Intent: What 2 Studies Reveal
Everyone's been telling you search intent is dead. AI answers the question, user moves on, game over. Except that's not what the data shows, and the lazy 'AI killed SEO' narrative is about as useful as a QR code on a billboard.
Exact Match Ads in AI Mode: What Changes When Google Controls the Intent Gate
Google is testing exact and phrase match Search campaigns in AI Mode. Here's what B2B demand gen teams should diagnose, measure, and watch before restructuring.
The Martech Reckoning: Why 2026 Is the Year of Fewer Tools and Harder Questions
Martech utilization has dropped to 49% while CEOs rate AI as critically important. The gap between executive belief and stack performance is about to trigger some very uncomfortable budget conversations, and the CMOs who survive will be the ones who can prove exactly which tools drive revenue.
When Attribution Looks More Precise Than the Data Behind It
Your attribution dashboard just told you paid search drove 40% of conversions. The chart is clean, the percentages add up. There's just one problem: it can't answer the question that actually matters, how many of those conversions would have happened anyway?
Your 2027 CTV Budget Needs Evidence Now
Walk into your next budget meeting and tell the CFO your connected TV campaign delivered 'really solid reach.' That micro-expression on their face? That's exactly why you need to start building your CTV measurement infrastructure today, not when 2027 planning is already half-baked.
AI Made Marketing Faster. It Didn't Make Marketers Less Busy.
I genuinely believed AI would give me my Friday afternoons back. It's now 2026, and I'm working more hours than ever. We automated the easy parts, the hard parts remain stubbornly human.
72 Ranking Signals Won't Save Your Local Strategy. The Architecture Will.
Everyone's obsessing over 72 leaked ranking signals, but they're missing the real story. Google's architecture reveals that your listing isn't the entity, and AI mode is about to make local search winner-take-all. Here's what that means for your 2027 budget.
Google's Local Customer Optimization: What the Math Says About Reaching Buyers at the Curb
Google's new Local Customer Optimization feature doesn't optimize for clicks or conversions, it optimizes for people already navigating to your location. The math either works for your business or it doesn't, and I've got the pilot framework to help you find out.