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.
AEO for Content Strategists: How to Move the Needle on Citations
Your perfectly optimized SEO content library might be completely invisible to half your buyers. With 51% of B2B software buyers now starting vendor research in AI chatbots, the brands that show up in those answers are winning, and the rules for getting cited are nothing like traditional search.
AI Search ROI Is a Mess. Here's How to Measure It Anyway.
Ninety-four percent of B2B buyers now use AI search in their purchasing process, and you probably have no idea if any of that visibility is actually working. Here's the four-step framework I'd use if my CFO asked me tomorrow to justify our AI search investment.
Agentic CTV Buying Is Live. Here's What the First Campaigns Actually Look Like.
AI agents are already running live CTV campaigns, and the spend is real. But while the tech is production-ready, the governance frameworks aren't. Here's what CMOs need to know about risk budgets, proof gaps, and who eats the loss when measurement can't keep up.
More Buyer Signals Won't Tell You What Buyers Need Next
We've gotten really good at knowing what buyers did. We know who clicked, who downloaded, who visited the pricing page at 2 a.m. But most of us still can't answer the question that actually matters: what does this buyer need to do next?
Google's New Experiment Reporting: What the AI Summaries Actually Tell You (and What They Don't)
Google's new AI-generated experiment summaries promise to explain 'the why behind the data.' They don't, not yet. Here's what they actually deliver, where they help, and why your CFO will still have questions the AI can't answer.
The CX Gap That Ate Twenty Years (And Counting)
In 2005, 80% of executives believed they delivered superior customer experience while only 8% of customers agreed. Twenty years and a trillion dollars in AI investment later, we've shaved off just 19 points. At this rate, we'll achieve alignment sometime around 2080.
When the Agent Trusts the Wrong Signal
Your media-buying agent can stay perfectly within budget and still make a very expensive mistake. The governance gap most marketing teams haven't modeled yet isn't about spend limits, it's about what signals the agent is allowed to trust.
Your Attribution Stack Has Three Owners and Zero Accountability. Here's How to Fix That Before Q4 Closes.
GA4 and your CRM serve different jobs. Here's a decision framework for choosing in-house, agency, or vendor attribution ownership before your next board meeting.
The Cannibalization Audit Most Teams Skip: Checking Who Your Legacy Content Actually Endorses
A cannibalization audit that checks which legacy URLs recommend competitors in AI answers, with a four-step framework to consolidate, redirect, rebuild, or remove.