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.
AI Max's 10-Click Setup: What the Budget and ROI Data Actually Show
Google's AI Max promises 14-27% conversion lift, but independent testing shows 90% higher CPAs than phrase match. Before you celebrate the 10-click setup, let's talk about what the budget floors and ROI data actually reveal.
Identity Resolution Compared: Wunderkind vs Cordial vs Klaviyo
Your triggered email program is stuck at six figures when it should be generating seven, and the culprit is the 70 to 95 percent of site visitors your ESP can't see. Here's how Wunderkind, Cordial, and Klaviyo approach the identity gap, and which architecture delivers the fastest CAC payback for your traffic profile.
GEO: The Marketing Discipline You're Probably Ignoring (And Shouldn't Be)
Ask ChatGPT to recommend a marketing platform and see if your brand shows up. If not, you're invisible to half your potential customers. Welcome to Generative Engine Optimization, and if you haven't built this into your strategy yet, we need to talk.
AI Max for Search: The 10-Click A/B Test That Demands a CFO-Grade Hypothesis
Google's AI Max auto-upgrades hit in September, and that shiny 10-click A/B test setup won't save you if your hypothesis is garbage. The real question: can you defend your results in a pipeline review, or just in a dashboard screenshot?
The Customer 360 You Can Actually Build This Quarter
Your CFO wants to know why the CDP costs $180K when Sales still can't see which accounts stopped logging in. Here's the uncomfortable truth: most B2B companies don't need a customer data platform, they need a warehouse, a clear identity model, and the discipline to maintain both.
Your Agents Added 40GB to Salesforce in 30 Days. Nobody Typed a Word.
AI agents added 40GB to Salesforce in 30 days without human input, exposing CRM pricing gaps and forcing new measurement and handoff designs for GTM teams.
We're Handing AI the Keys While Knowing the Map Is Wrong
Sixty-two percent of marketers believe bad CRM data has cost their organization revenue. Yet 45% are now using agentic AI that acts without human review. We're building a skyscraper on quicksand and calling it innovation.
OrbitForms: One Platform to Close the Form-to-Meeting Gap
Four tools, four handoffs, four places where high-intent prospects fall through the cracks. OrbitForms is betting that 80% of the features at 100% of the integration beats your stitched-together stack. Here's how to run the pilot that proves it.
How We Use AI for Every Article Without Making AI Slop
We'd become an AI slop factory without realizing it. Here's the uncomfortable truth about using AI well, it requires more editing, not less, and the last 30% is where your brand actually lives.