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.
68% of Searches End Without a Click — So Why Are You Still Measuring Clicks?
68% of searches now end without a click, breaking traffic-based content measurement. Here's how to diagnose what's actually working using AI visibility and pipeline signals.
David Bell's AI Discovery Data Should Change Your 2026 Marketing Forecast
Your B2B brand probably ranks on page one for dozens of high-intent keywords, but that ranking now means less than it did six months ago. David Bell's research reveals a 47-point gap between 'showing up in organic' and 'being recommended by AI,' and it's time to adjust your forecast accordingly.
AI Content Didn't Stop Working, Your Metrics Did
Your content team shipped a solid piece, traffic's flat, and you've concluded AI content is dead. Wrong verdict. The data's accurate, but your ruler was designed for a world that no longer exists.
Your Pages Aren't Gone. Your Diagnosis Might Be Wrong.
Most 'deindexing' reports are misdiagnosed ranking drops, canonical swaps, or GSC bugs. Here's the diagnostic sequence before you break something fixable.
SparkToro's MCP Server Kills the CSV-to-Prompt Shuffle. Here's How Ops Teams Should Actually Use It.
SparkToro's new MCP Server connects audience research directly to Claude, ChatGPT, and Gemini. Here's the ops playbook for testing it this week.
Bing Just Split Search Into Two Reports. Here's Why That Matters for Pipeline.
Microsoft split Bing Webmaster Tools into two reports: traditional search and AI citations. Here's what demand gen teams should instrument now.
AI Agents Are Merging, Outbound Still Works, and Collections Runs Itself
AI agents for outbound, marketing, and collections are merging into unified workflows — here's what the data says and how SaaStr made it work.
Your Organic Clicks Dropped 40%. The Ones Left Are Just as Good.
A randomized experiment finds AI Overviews cut organic clicks 40% but remaining traffic shows identical engagement, contradicting Google's bounce-click claim.
41% of Your Keywords Are Bleeding Volume. Here's Where the Clicks Went.
Analysis of 1M tracked keywords shows 41% lost over 15% volume as AI absorbs informational queries, reshaping where demand gen teams find top-of-funnel clicks.