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.
AI Search Eligibility Hasn't Changed. Google's Real Message Is About What You Measure Next.
Google's Ginny Marvin clarified AI Search ad eligibility and Qualified Future Conversions — here's what B2B SaaS marketers should actually do with the information.
Your AI Visibility Dashboard Is Lying to You
That 12-point lead over your competitor in ChatGPT citations? It might be the statistical equivalent of flipping a coin three times and declaring yourself a probability genius. New research quantifies what many suspected: AI visibility metrics are snapshots of a moving target, not fixed competitive intelligence.
AI Mode Queries Are 3x Longer Than Traditional Search. Most B2B Content Still Targets 3-Word Keywords.
Google's AI Mode report shows queries are 3x longer and follow-ups grew 40% monthly. Here's how to close the gap between user behavior and your content.
Google's AI Marketing Org Runs on Workflow Fixes, Not Better Models
Google Cloud's VP of Growth shared how her team actually deploys AI agents. The biggest blocker isn't model quality — it's workflow friction and process debt.
Over 60% of Google searches end in zero clicks. Your SEO still reports on rankings.
Over 60% of Google searches end in zero clicks. Here's how B2B SaaS demand gen leaders can rewire SEO around pipeline, commercial intent, and AI citation visibility.
Your Rankings Look Fine. AI Still Doesn't Know You Exist.
AI Overviews appear in 50% of B2B searches, but the median brand gets cited in just 3%. Here's a nine-step workflow to find and close AI citation gaps.
Paid Pipeline Share Is Shrinking. Content Can Fill the Gap, but Only If You Measure It Right.
Paid pipeline share fell from 34% to 26%. Content converts 110% better than paid, but only teams measuring pipeline velocity, influenced revenue, and CAC by content type will prove it.
69% of the Time, Your Listicles Hand Buyers to Competitors
Lily Ray's 2026 study found AI cites vendor listicles but recommends competitors 69% of the time. Here's how to audit and fix the gap.
Your Meta Pixel Is Missing 20–40% of Conversions. CAPI Alone Won't Fix It.
Meta CAPI recovers up to 20% of lost conversions, but only with proper EMQ, click ID capture, deduplication, and CRM integration — here's how to get it right.