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 Manager adds daily budgets and ZIP-code targeting: what demand gen teams should test first
OpenAI's Ads Manager Beta adds daily budgets, ZIP-code geo-targeting, and aggregate reporting. Here's how demand gen teams can design a clean first experiment.
Google Just Bought You Five More Months on DSA. Here's How to Spend Them.
Google pushed the DSA migration deadline to February 2027, but this isn't a reprieve, it's a runway extension. Here's the phased testing framework you need to migrate on your terms instead of scrambling when the deadline hits.
UTM Architecture for Enterprise: The Governance Layer Your Attribution Model Is Missing
Your GA4 campaign report probably has a problem you haven't noticed yet - fragmented UTM tracking that's making budget decisions based on fiction. Here's how to build the governance layer that makes multi-touch attribution actually work.
The Growth Playbook Nobody Wants to Hear: Why Your SaaS Strategy Is Probably Backwards
Most SaaS companies are burning $2 in sales and marketing for every $1 of new ARR while AI-native competitors like Cursor hit $2B ARR with just 30 employees. The growth playbook has fundamentally changed, and if you're still running 2019 strategies, you're already losing.
Adobe's CX Enterprise Coworker: The CFO-Safe Case for Agentic Marketing Orchestration
Adobe just launched CX Enterprise Coworker to solve the 68-percentage-point gap between AI adoption and production deployment in enterprise marketing. While 79% of enterprises have adopted AI agents, only 11% run them in production, and Adobe's betting their orchestration layer can separate the winners from the 88% who fail.
Fewer replacements, more tools: the compounding mess inside B2B martech
B2B martech stacks keep growing even as platform replacements slow, creating compounding integration debt that degrades attribution, lead routing, and pipeline.
68% of Google Searches Produce Zero Clicks. Here's What Your KPI Stack Should Look Like Now.
68% of Google searches now end without a click. Here's how B2B marketing ops teams should rebuild KPIs around visibility, citations, and branded search lift.
Google's Preferred Sources and Highly Cited Labels Change the Math on AI Search Visibility
Google's Preferred Sources, article carousels, and Highly Cited badges reshape AI search visibility for B2B marketers tracking pipeline beyond clicks.
Your DSP Is Optimizing to Noise. Here's How to Audit the Loop.
Fraud, auction duplication, and privacy-driven data loss pollute DSP optimization loops. Here's a four-step audit to stop your algorithms from scaling spend into noise.