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.
Amazon DSP Meets ChatGPT: What the Pilot Means for Your Media Mix
Amazon just opened the door to ChatGPT inventory through its DSP, and the real question isn't whether conversational ads are interesting, it's whether you can model the economics and justify the spend to your CFO. Here's the framework for deciding if this pilot deserves your budget.
The Ad Spend Outlook Is Looking Up; Google Brings AI to MMM
Seventy-five percent of algorithm-driven ad spend by 2028, and your measurement stack probably can't explain what any of it actually caused. Here's why Google's Meridian GeoX might be the calibration play that finally gets Finance to trust your numbers.
Three MMMs, One Dataset: A Workflow for Paid Media Budgets You Can Defend
Running three MMMs against one dataset exposes assumption-driven uncertainty before it becomes a budget mistake. Here's the ops workflow.
AI Is Putting Marketing's In-House Model to the Test
Kimberly-Clark just cut content production time from 24 days to two hours. If you're a CMO who spent the last decade building an in-house agency, that stat should make you both excited and deeply uncomfortable. The in-house model we perfected for a pre-AI world may not survive contact with the one we're entering.
Google's Data Manager Expansion: What the Uplift Metric Actually Means for Your Forecast
Google just dropped a metric that finally answers the question your CFO has been asking for years: is your first-party data investment actually paying off? Here's how to stress-test that 26% ROAS claim before you take it to the board.
GA4 for B2B Marketing: The CFO-Ready Measurement Framework
Three years after Universal Analytics went dark, most B2B teams have migrated to GA4—but migration isn't the same as utilization. Here's how to build a measurement framework your CFO can actually trust, complete with the attribution math and privacy compliance layers nobody wants to talk about.
Citizen Developers Are Building Production Software. Most CMOs Haven't Noticed.
BlueRock CMO David Greenberg explains how B2B marketers became citizen developers building AI workflows, and why governance must evolve from approval queue to operating model.
87% of SEO Teams Have AI Policies. Only 22% Can Make Them Work.
Most SEO teams have AI governance policies but few make them work. Learn how to build a risk-tiered, operationalized AI governance framework for SEO.
The Campaign Measurement Variable Hiding Inside Your Identity Graph's Expiration Date
B2B identity graph decay degrades campaign measurement silently. Learn how to audit match rate, freshness, and accuracy against CRM truth data this quarter.