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 GA4 Is Hiding AI Traffic in the Referral Bucket. Here's How to Fix It.
Set up GA4 custom channels and Search Console exports to isolate AI search traffic, find gap queries, and measure whether AI referrals actually convert for B2B SaaS.
Why AI Underperforms in Marketing Operations, And 5 Foundations for Success
Eighty-eight percent of AI pilots never reach production, and marketing ops teams sit at the center of the problem. The models work. The bottleneck is operational. Here's how to fix the five foundational gaps before your next pilot kicks off.
Your Meta Campaign Structure Is Obsolete.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.
The Black-Hat Playbook for AI Visibility Is Already Here. And It's Predictable as Hell.
The moment a new channel becomes valuable, someone figures out how to game it. AI visibility is no different, except the consequences of getting caught are catastrophically worse. Here's what's actually happening and why the shortcuts will burn you.
Four Warning Signs Your Marketing Team Is Next for AI Cuts
More than 1,300 U.S. companies are showing all four signals of what analysts call 'Quiet Restructuring', and the cuts coming in late 2027 are already visible in the data today. If you're building next year's marketing budget, here's the diagnostic you should run this week.
Infrastructure Channels vs. Investment Channels: Where Breadth Pays and Where It Bleeds Budget
Most teams misallocate channel budgets by treating infrastructure channels and investment channels the same way — here's how to diagnose which is which.
Half of B2B Buyers Now Start in a Chatbot. Your Shortlist Strategy Hasn't Caught Up.
Half of B2B buyers now start in AI chatbots, not search engines, and AEO determines which vendors make the shortlist before any form fill happens.
Your Buyers Already Know Who They're Buying From. Do They Know You?
Ninety-five percent of the time, the vendor who wins a B2B deal was already on the buyer's shortlist before the buying process officially began. If you're not building familiarity before buyers start looking, you're not even in the race.
When Your Product Is the Marketing Funnel: What Barrière's Vitamin Patches Teach Us About Attribution in 2026
Someone asks about your tattoo. You explain it's actually a vitamin patch. Congratulations: you've just become an unpaid brand ambassador, and Barrière's marketing team has no idea how to credit you for the sale that might follow.