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.
Kokai Zuma Ships Agentic Workflows and One-Click Lift Studies. Here's What Ops Teams Should Actually Test.
The Trade Desk's Kokai Zuma update ships agentic AI, UI fixes, and one-click lift studies. Here's what ops teams should test and measure before trusting the easy buttons.
Performance Max Channel Controls Are in Alpha. Your Conversion Data Decides Whether They Help or Hurt.
Google is alpha-testing PMax channel prioritization controls. For B2B SaaS teams, the value depends entirely on your conversion data quality. Here's how to test it.
Run Fewer Incrementality Tests and Get More From Them
I've watched marketing teams burn through testing budgets like they're trying to win a prize for most experiments conducted. Spoiler alert: there's no trophy, just inconclusive data and confused executives. Here's why running fewer, smarter tests will actually get you the answers that matter.
The Supermetrics-Lovable Stack: When Marketing Finally Builds Its Own Tools
Marketing teams have been waiting years for that budget pacing tracker sitting in engineering's backlog. The new Supermetrics-Lovable integration just changed the math, here's what's actually worth building and the governance questions you need to answer first.
HubSpot's Agent Hub Went Live July 23. Here's What Changes for Your GTM Stack.
HubSpot launched Agent Hub on July 23, 2026, shifting custom agents to credit-based billing. Here's what the adoption data means for your GTM ops.
Google's Tag Unification Fixes Deployment. Your Measurement Plan Is Still the Hard Part.
Google merged Google tag into Tag Manager with visual event tracking. Here's what B2B SaaS demand gen teams should actually do about measurement and pipeline signals.
Build an E-E-A-T Checker with Claude Code Before AI Overviews Eat Your CTR
Build an E-E-A-T checker with Claude Code to audit trust signals across your B2B SaaS content before AI Overviews cut your organic click-through rates.
Backstory Retiered 141 Accounts in 3 Days. The Old Process Took Five Teams a Quarter.
Backstory compressed its 141-account tiering exercise from a quarter-long, five-team project to three days using four data connectors and a structured AI workflow.
Social Ad Spend Hits $121 Billion. Most of That Budget Follows Measurement Comfort, Not Incrementality.
U.S. social ad spend tops $121B in 2026, but platform dashboards overstate ROAS by blending modeled conversions with observed ones. Here's how to test incrementality.