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 Hit 31 European Markets This Week. B2B SaaS Teams Have a Measurement Problem.
ChatGPT Ads expand to 31 European markets with 45% SaaS ad mismatch rates. Here's how B2B teams should design experiments and measure pipeline, not clicks.
Half of B2B Marketers Don't Trust Their Budget Data. The Other Half Might Be Wrong.
Only 49% of B2B marketers trust the data shaping their budgets. Disconnected reporting and poor integration drive the confidence gap—and distort where money goes.
Automation Anywhere Just Proved That AI Agents Aren't Vaporware
Petrobras saved $120 million in three weeks, not three years, three weeks. If you've been sitting through AI vendor pitches that promise the moon and deliver a PowerPoint deck, this Stanford case study might finally give you something real to work with.
How to Do Prompt-Based Keyword Research to Show Up in AI Search
Your buyers are building their shortlists in ChatGPT before they ever touch Google. If you're still optimizing for two-word keywords, you're fighting for a shrinking slice of the pie while AI search grows 527% year-over-year. Here's how to find the actual prompts that matter.
The Measurement Illusion: Why Social Media's Ad Dominance Is a $275 Billion Confidence Game
Social networks grab 27.7% of US ad spend while commanding just 12.5% of media time. That asymmetry isn't about performance, it's about measurement confidence, and it's leaving billions on the table for brands that can't tell the difference between attribution theater and actual incrementality.
Your AI visibility may be breaking at the navigation layer
JavaScript-only links can hide key B2B SaaS pages from AI crawlers, reducing discovery, citations, and visibility in AI search results.
Google Ads API v25.1: The Measurement Upgrade Your CFO Has Been Waiting For
Google's API v25.1 finally gives B2B marketers programmatic access to Brand Lift and Conversion Lift data, the incrementality metrics your CFO actually cares about. With AI Max migration dates now visible in the API, you have a narrow window to establish baselines before everything changes.
Clicks Are Down 42%, LinkedIn Reach Down 47% But You're Raging at the Wrong Target
Everyone's yelling at the algorithm like it personally wronged them. But here's the uncomfortable truth: the platforms aren't broken, your strategy might be. The ground is shifting, and the marketers who keep raging at clouds will be the ones wondering why their competitors are thriving.
Your AI Mode Traffic Is Already in Search Console. Here's How to Actually Read It.
Google's new Search Console update finally separates AI Overview and AI Mode traffic from traditional organic, and most teams are still flying blind with blended data. Here's how to build the reports that actually matter before your competitors figure it out.