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.
Performance Max for Leads: Fixing Quality with Offline Conversions
Your CRM is full of junk because you told Performance Max that form fills equal success. Here's how offline conversion tracking fixes the feedback loop and gets the algorithm optimizing for what actually matters: revenue.
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.
Gemini Just Changed the Rules: What B2B Marketers Need to Know About Google's Answer Engine
Sixty percent of Google searches now end without a click, and your beautifully ranked content might be invisible. Welcome to the Gemini era, where AI answers questions before prospects ever see your website. Here's how to make sure you're part of the conversation.
How to Build a DTC First-Party Data Ad Engine That Scales Past $65M
Most DTC brands hit a wall between $20M and $50M because their tracking infrastructure is bleeding 30-40% of conversion signals. Here's the three-layer architecture that recovers that data and makes every acquisition dollar work harder.
Fine-Tuning Your AI: When Off-the-Shelf Just Won't Cut It
Your AI knows everything but sounds like nobody? Welcome to the fine-tuning conversation, where marketing finally meets machine learning in a way that actually matters for your brand. Here's why generic AI is becoming table stakes, and how to make yours sound unmistakably you.