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.
Why AI Underperforms in Marketing Operations, And 5 Foundations for Success
Eighty-eight percent of AI pilots never reach production, and marketing ops teams sit at the center of the problem. The models work. The bottleneck is operational. Here's how to fix the five foundational gaps before your next pilot kicks off.
Infrastructure Channels vs. Investment Channels: Where Breadth Pays and Where It Bleeds Budget
Most teams misallocate channel budgets by treating infrastructure channels and investment channels the same way — here's how to diagnose which is which.
Half of B2B Buyers Now Start in a Chatbot. Your Shortlist Strategy Hasn't Caught Up.
Half of B2B buyers now start in AI chatbots, not search engines, and AEO determines which vendors make the shortlist before any form fill happens.
Your Buyers Already Know Who They're Buying From. Do They Know You?
Ninety-five percent of the time, the vendor who wins a B2B deal was already on the buyer's shortlist before the buying process officially began. If you're not building familiarity before buyers start looking, you're not even in the race.
When Your Product Is the Marketing Funnel: What Barrière's Vitamin Patches Teach Us About Attribution in 2026
Someone asks about your tattoo. You explain it's actually a vitamin patch. Congratulations: you've just become an unpaid brand ambassador, and Barrière's marketing team has no idea how to credit you for the sale that might follow.
The Measurement Gap: How SEO Teams Are Tracking AI Citations Across Six Engines
Your brand can rank first on Google and be completely invisible in ChatGPT, and only 14% of marketers are tracking that gap. Here's how SEO teams are building measurement systems across six AI engines before their next board review.
The Cannes Lions Lesson Every Creative AI Initiative Needs
Cannes Lions just drew a line in the sand that most marketing teams haven't noticed yet. The festival's new AI Craft Lions asks a question that separates teams who will thrive with AI from those wondering why their campaigns feel forgettable: Did AI actually make your idea stronger, or did you just use it because everyone's using it?
Google Ads Tracking in 2026: Five Fixes That Actually Move the Forecast
Your Smart Bidding is only as good as the signals feeding it, and most accounts are bleeding budget into modeled guesswork without knowing it. Here's the five-point audit that separates predictable pipeline from CFO heartburn.
Databricks CustomerLake: A Stress Test for Agentic CDPs and the Teams That Buy Them
Databricks CustomerLake enters the CDP market with agentic AI agents and warehouse-native architecture, but the 41%-vs-22% utilization gap suggests technology alone won't close it.