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.
ChatGPT Ads Reached $1B. Here's the Brand Safety Stack Advertisers Still Can't Build
OpenAI's ChatGPT ads hit $1B in revenue, but advertisers still lack prompt-matching transparency, granular exclusions, and incrementality measurement.
Optimizely's AEO Platform Turns Log Data Into a Marketing Requirement
Most marketing teams measure AI visibility by running prompts through ChatGPT. Optimizely's new AEO platform makes a different bet: that log-level data showing what AI agents actually do on your site is the measurement that matters, and that changes who needs to be in the buying conversation.
The AI Paradox in B2B Marketing: Everyone's Using It, Few Are Winning
Ninety-six percent of B2B marketers now use AI, yet fewer than 40% report actual performance improvements. That 56-point gap? That's where the next generation of marketing leaders will be made, and I've got the data to show you exactly where the winners are placing their bets.
Which LinkedIn Campaign Analytics Tool Fits Your B2B Team: DemandSense vs Factors.ai vs HockeyStack
Your LinkedIn attribution story falls apart because native tools track 30-day windows while your deals take 192 days. Here's how DemandSense, Factors.ai, and HockeyStack approach the problem differently, and which one actually survives CFO scrutiny.
The AI Gatekeeper Just Talked Your Customers Out of Buying
Nearly 70% of weekly AI users have decided against a purchase because a chatbot told them to. While you're optimizing funnels, a conversational AI is crashing your customer's research phase and steering them away. The question isn't whether to care about GEO, it's whether you can afford not to.
Zapier MCP Turns AI Assistants Into Operators. Here's When That Helps and When It Breaks.
Zapier MCP lets AI assistants act across 9,000+ apps. Here's the hybrid architecture for when to use it, what to lock down, and where standard automations still win.
The End of Campaign Chaos: Why Full-Funnel Orchestration Is the Only Game Left
I've watched my own team accidentally compete with sales for the same account's attention. Marketing sends a consideration-stage email on Tuesday, sales fires off awareness-level cold outreach on Wednesday, and by Thursday the prospect thinks we're either disorganized or desperate. Here's why coordinated full-funnel orchestration isn't optional anymore, it's the operating system for B2B marketing in 2026.
AI-Powered A/B Budget Testing: A CFO Rollout Plan
Uber burned through its entire 2026 AI budget by April, and they still can't prove the spend moved the needle. Here's the holdout architecture and 90-day pilot structure that will actually survive your CFO's scrutiny this budget season.
When Marketing Becomes a Growth Engine, the CFO Stops Asking 'What Did We Get?'
The median B2B SaaS company takes 16 months to recover customer acquisition costs. Top-quartile operators do it in six. That 10-month gap isn't a marketing problem, it's a structural one that determines whether your next board meeting is a budget defense or a growth conversation.