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.
Your Doctor's Office Is an Ad Channel Now
Pharma marketers just crossed $1.2 billion in point-of-care advertising, a 171% jump since 2019. The waiting room is now media inventory, and the attribution math is cleaner than anything you're getting from digital display.
OpenAI's Business Agent Ads: The Post-Click Model Gets a Rewrite
OpenAI is testing ads that skip your landing page entirely and drop users into AI agent conversations instead. The attribution math breaks, the measurement layer doesn't exist yet, and nobody can prove it works, but the structural shift to post-click pipeline is worth understanding before you dismiss it.
ChatGPT Ads Just Got a Self-Serve Dashboard. Here's What the Math Looks Like.
OpenAI's new self-serve Ads Manager is rolling out globally, and the unit economics question is the only one that matters. Here's how to model the pilot, set your kill thresholds, and figure out if this channel belongs in your mix before CPCs climb to Google-level pain.
Your Meta Campaign Structure Is Obsolete. Here's the Math on What to Do About It.
Meta's Andromeda rollout broke every campaign structure built on audience segmentation, and the data shows a 31% ROAS collapse for those who didn't adapt. Here's the consolidation math that's separating winners from losers.
Google AI Max: What It Is, What It Does, and Whether Your Account Is Ready
Google promises AI Max will boost conversions by 14-27%, but independent testing shows 99% of impressions generate zero conversions. Here's the math your CFO needs to see before you flip that toggle.
Reddit Ads Meets ChatGPT: The CFO-Safe Case for Subreddit Targeting
Eighty-eight percent of Reddit users made a purchase based on platform information last year, but most B2B teams can't extract actionable insights fast enough to justify the spend. New ChatGPT integrations change that equation by turning subreddit-level data into natural language queries that deliver optimization insights in seconds, not spreadsheet archaeology sessions.