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.
Google's Data Manager Overhaul: What the Migration Means for Your Pipeline
Google quietly broke offline conversion imports for dormant developer tokens, and if your CRM-to-Ads pipeline went silent without anyone noticing, you're not alone. The Data Manager migration isn't a routine API bump, it's a structural shift that exposes every fragile handoff between your CRM, consent layer, and ad accounts.
Identity Resolution Compared: Wunderkind vs Cordial vs Klaviyo
Your triggered email program is stuck at six figures when it should be generating seven, and the culprit is the 70 to 95 percent of site visitors your ESP can't see. Here's how Wunderkind, Cordial, and Klaviyo approach the identity gap, and which architecture delivers the fastest CAC payback for your traffic profile.
The Supermetrics-Lovable Stack: When Marketing Finally Builds Its Own Tools
Marketing teams have been waiting years for that budget pacing tracker sitting in engineering's backlog. The new Supermetrics-Lovable integration just changed the math, here's what's actually worth building and the governance questions you need to answer first.
RevOps Software: The Operating System Your Revenue Engine Actually Needs
I spent 2024 watching my sales, marketing, and customer success teams operate like three bands playing different songs at the same concert. That chaos is precisely why RevOps software has gone from 'nice to have' to 'how did we ever function without this?'
How to Use MCP to Get More Data From the Tools You Already Use
Your CRM, analytics platform, and marketing automation system are sitting on goldmines of data that your AI assistant can't touch, until now. Model Context Protocol is the USB-C for AI that finally lets your tools talk to each other without six months of custom engineering.
The Braze-Databricks Integration: What It Actually Means for Your CAC Payback
Most marketing-data partnerships announce 'seamless integration' and deliver another middleware layer to maintain. The Braze-Databricks tie-up is different, it eliminates a layer instead of adding one, and that distinction matters for anyone trying to defend marketing spend in a board meeting.
AI in B2B Sales: The Difference Between Sprinkled and Strategic
Most B2B sales teams are AI-sprinkled, not AI-strategic, which explains why 42% abandoned their initiatives last year. The difference between success and failure comes down to connected workflows, clean data, and knowing where humans still matter most.
The 6% Problem: Why Your AI Marketing Stack Isn't Delivering
80% of marketing teams feel AI pressure, but only 6% have actually embedded it into daily workflows. The gap isn't about tools, it's about data foundations that most teams are building on duct tape and wishful thinking.
Reddit Ads Data in Redshift: The Pipeline That Actually Closes the Loop
Most marketing teams treat Reddit like a side experiment, but when you warehouse Reddit Ads data in Redshift, you unlock subreddit-level insights that reveal which communities actually care about your product. The connector exists, the schema is clean—the question is whether you're willing to close the loop.