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 Is Sending You Better Leads. Are You Ready to Answer the Phone?
Calls referred by ChatGPT convert to qualified leads at 49%, roughly 10 points higher than any other marketing channel. The buyers are already there. The question is whether you're ready to answer.
AI Brand Visibility Tracking: How to Do It the Right Way
Your brand might be crushing it on Google and still be invisible to half your potential buyers. ChatGPT's sources have only a 12% overlap with Google's top results, which means you could be dominating traditional SEO while AI recommends your competitors to 900 million weekly users.
OpenAI's Multi-Advertiser Test: What the CFO Needs to Know Before You Shift Budget
OpenAI's multi-advertiser ChatGPT placements look promising on paper, but the CFO math tells a different story. With attribution gaps and premium pricing, here's what you need to know before shifting budget.
Measured's MCP Server: What It Actually Means for Your Forecast
Measured just shipped an MCP server that lets you ask ChatGPT where your next marketing dollar should go, grounded in 30,000 incrementality tests. The real question isn't whether this changes the math, but whether your organization is ready to act on answers that arrive faster than your governance processes can absorb them.
ChatGPT Ads via Criteo: A CFO-Ready Pilot Framework
Criteo's ChatGPT integration is showing 2x conversion rates, but the measurement gaps make CFO approval tricky. Here's how to structure a pilot that Finance will actually sign off on.
Connecting Yandex.Direct to ChatGPT: What the Russian Search Spend Pipeline Actually Looks Like
Most B2B marketers are still manually exporting Yandex.Direct data into spreadsheets while the infrastructure to query it conversationally has quietly matured. The question is whether the time-to-insight improvement justifies the setup cost, and whether the data quality holds up under CFO scrutiny.
The "Ultimate Guide" Is Dead. Long Live the Focused Answer.
A massive new study reveals that ChatGPT cites focused content more than comprehensive "ultimate guides." The data shows moderate coverage outperforms exhaustive coverage – time to rethink your content playbook.
Connecting Supermetrics to AI Tools: The CFO-Safe Playbook for Marketing Data Activation
Every marketing leader wants AI tools that actually understand their data, but 27% of CMOs still report limited GenAI adoption. The gap isn't capability – it's connectivity, and Supermetrics' new AI integrations change that equation completely.