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.
When Eight Languages Means Eight Times the Work
International marketing teams face an exponential scaling problem: every task multiplies by the number of languages you support. Ahrefs' team found a way to automate the repetitive localization work that was consuming weeks of their time across eight languages.
The 15% AI Budget That 70% of CMOs Aren't Ready to Spend
Seventy percent of CMOs say AI leadership is critical for 2026, yet the same percentage admits they're not ready to scale AI effectively. We're pouring 15.3% of budgets into AI while lacking the foundations to make it work, like buying a Ferrari before learning to drive stick.
OpenAI's Multi-Advertiser Test: What the CFO Needs to Know Before You Shift Budget
OpenAI's multi-advertiser ChatGPT placements look promising on paper, but the CFO math tells a different story. With attribution gaps and premium pricing, here's what you need to know before shifting budget.
Your CMO and CIO Are Both Talking About AI Agents. They're Solving Completely Different Problems.
Your CMO thinks AI agents are about brand discovery and customer recommendations. Your CIO thinks they're about internal automation and productivity. This disconnect isn't just a communication problem, it's a revenue problem that's playing out in conference rooms across every enterprise right now.
The Martech Categories Hit Hardest by AI Agents
A new dataset reveals which martech platforms are most vulnerable to AI agent replacement based on API readiness. The platforms with weak programmatic access face extinction, while those with robust APIs become more valuable than ever.
Search Console finally splits out AI visibility data. The catch: no clicks.
Google's new Search Console AI report shows impressions by page, country, and device for AI Overviews and AI Mode, but omits click data. Here's how to close the gap.
Uber Burned Its 2026 AI Budget in Four Months. The Fix Isn't a Spending Cap.
AI budget blowups at Uber, ServiceNow, and Microsoft trace back to context debt, not overspending. Here's the ops framework to fix it.
232 Clicks Per 1,000 Searches: What the New Zero-Click Data Means for Your Pipeline Model
SparkToro data shows only 232 of every 1,000 Google searches click to the open web, down from 360 in 2024. Here's what B2B SaaS teams should adjust.
Gopuff's Composable CDP Bet: What Instant Commerce Teaches Us About Data Activation
Gopuff's AI-powered shopping assistant predicts what customers want before they open the app, delivering sub-second personalization through warehouse-native data activation. Their composable CDP approach offers a concrete case study in what real-time data activation looks like when stakes are measured in minutes, not days.