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.
The Cannes Lions Lesson Every Creative AI Initiative Needs
Cannes Lions just drew a line in the sand that most marketing teams haven't noticed yet. The festival's new AI Craft Lions asks a question that separates teams who will thrive with AI from those wondering why their campaigns feel forgettable: Did AI actually make your idea stronger, or did you just use it because everyone's using it?
Gopuff's Composable CDP Bet: What Instant Commerce Teaches Us About Data Activation
Gopuff's AI-powered shopping assistant predicts what customers want before they open the app, delivering sub-second personalization through warehouse-native data activation. Their composable CDP approach offers a concrete case study in what real-time data activation looks like when stakes are measured in minutes, not days.
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.
Nobody Knows How Visible Your Brand Is in AI Search. That's Actually Fine.
Every AI visibility number on your dashboard is an educated guess at best, built on probabilistic estimates rather than actual data. But once you stop fighting that reality and accept the uncertainty, you can actually start making smarter decisions about measuring what matters.
Orchestrating CTV, Audio, Direct Mail, and Events Into a Single Pipeline Engine
Most B2B teams run CTV, audio, direct mail, and events as separate cost centers with separate dashboards. The math shows each channel works—but the real question is whether they work together or you're just paying for redundant reach and fragmented attribution.
Measured's MCP Server: What It Actually Means for Your Forecast
Measured just shipped an MCP server that lets you ask ChatGPT where your next marketing dollar should go, grounded in 30,000 incrementality tests. The real question isn't whether this changes the math, but whether your organization is ready to act on answers that arrive faster than your governance processes can absorb them.
Google Just Killed Standalone Display Campaigns. Here's What Your Forecast Needs to Know.
Google's forcing Display campaigns into Demand Gen by 2027, and that timeline changes how you'll model upper-funnel spend for the next eighteen months. Here's what you lose, what you gain, and how to structure a pilot that gives Finance the numbers they need before the automatic migration kicks in.
Google AI Mode Ads Just Changed the Game. Your Lead Quality Metrics Didn't Get the Memo.
Your prospects are having eight-minute conversations with AI-powered ads before they even hit your landing page, but your lead quality metrics are still stuck in the keyword era. Google's AI Mode just rewrote the rules of buyer intent, and most teams are about to learn the hard way that engagement doesn't equal qualification.
Google's CEO Just Admitted What Everyone Suspected About Agentic Coding
When Google's CEO admits they're "a bit behind" on agentic coding despite having 75% AI-generated internal code, it's not just tech news—it's a masterclass in how even giants can miss critical feedback loops. Here's what marketers need to know about the data flywheel Google didn't have.