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.
Server-Side Tracking to BigQuery: How to Pipe Durable Events Into Your Warehouse
Your GA4 export is 24 hours stale before it lands, and your attribution model is running on yesterday's news. Server-side tracking to BigQuery gives you a first-party event stream that bypasses browser limitations and lands in your warehouse on your schedule, this is infrastructure, not a nice-to-have.
ChatGPT Ads Now Reach 40+ Countries. The Targeting and Measurement Upgrades Matter More Than the Map.
OpenAI's ChatGPT Ads now reach 40+ countries with upgraded targeting, measurement, and audience tools. Here's what the ad stack changes mean for B2B demand gen teams.
Salesforce Winter '27: Ten Updates That Change the Marketing Math
Salesforce Winter '27 isn't incremental, it's the release where agents start owning entire campaign workflows. I dug through the sandbox feedback to find the ten updates that actually change your marketing math.
141 MCP Tools and the Math Your CFO Needs to See
Metadata.io just dropped 141 MCP tools for AI agents to run your entire B2B paid media operation. But before you get excited, let's talk about the token tax eating your budget and why only 14% of enterprise AI pilots actually make it to production.
Build Your 2027 Marketing Plan: A Playbook for the Budget-Scrutiny Era
The era of 'trust us, marketing works' is officially over. Here's how to build a marketing plan that survives the boardroom gauntlet and actually delivers results, because more budget doesn't mean more freedom, it means more accountability.
TikTok for B2B Brands: A Practical Playbook That Works
Two-thirds of B2B decision-makers on TikTok use the platform to discover business products before they ever visit your website. The economics are compelling, TikTok is 96% cheaper per view than LinkedIn, but most B2B accounts that rushed in came out empty-handed. Here's the playbook that actually works.
Marketing Without Signals: The CFO Conversation Nobody Wants to Have
Your attribution model is lying to you, and the gap between dashboard reports and actual pipeline drivers has widened to the point where budget decisions are essentially coin flips with better formatting. Here's how to rebuild measurement that doesn't depend on tracking infrastructure you no longer control.
The Next CDP Decision Goes Beyond the CDP
Your board doesn't care about your customer data platform, they care about CAC payback and whether the pipeline forecast will hold. If you're still evaluating CDPs the way you did in 2022, you're solving yesterday's problem.
The CFO Doesn't Care About Rankings: Building a 2027 SEO Budget That Survives Scrutiny
Build a 2027 SEO budget that survives CFO scrutiny by structuring spend into maintenance, evidence-backed growth, and experimentation tiers with clear metrics.