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 Ad Platforms Are Double-Counting Conversions. Here's How to Find the Truth.
Platform dashboards double-count conversions and waste up to 26% of ad budgets. Build a manual baseline, de-duplicate, and run incrementality tests to find what actually drives pipeline.
HubSpot's April 2026 Updates Put Portals on the Revenue Path — But Only If Your Data Is Ready
HubSpot's April 2026 updates push portals toward revenue, but the real blocker is data readiness — here's how to audit and operationalize the changes.
AI Prompt Tracking Is Broken Because We Built It Like Rank Tracking
AI prompt tracking built on rank-tracking logic breaks with every model update. Here's the ops framework for volatility, averages, and chain-of-evidence reporting.
ChatGPT Is Sending You Better Leads. Are You Ready to Answer the Phone?
Calls referred by ChatGPT convert to qualified leads at 49%, roughly 10 points higher than any other marketing channel. The buyers are already there. The question is whether you're ready to answer.
From B2C to B2R: Why AI Search Rewards Problem Descriptions, Not Product Descriptions
Performance marketing isn't a creative problem anymore, it's a data infrastructure problem. The brands winning on AI surfaces aren't outbidding competitors; they're out-feeding them with problem-oriented descriptions that robots can actually cite.
Your Metrics Just Jumped. Your Performance Didn't.
Google's June 15 update made your Performance Max reports look incredible overnight. But before you take a victory lap, you should know: nothing actually improved. Here's what really changed and why it matters for your next board deck.
SaaS Can't Win on Software Anymore. Here's What Actually Matters Now.
Over $1 trillion in market cap vanished in seven days, and it wasn't a recession, it was investors realizing AI agents might make your SaaS tool redundant. If your marketing strategy still centers on 'our software does X,' you're already behind.
Search Console Now Shows AI Impressions — Here's What B2B SaaS Teams Can Actually Do With Them
Google's new Search Console AI performance reports show impressions in AI Overviews and AI Mode — here's what B2B SaaS teams should measure, ignore, and do next.
Publicis Buys LiveRamp, WPP Walks, and Your Identity Stack Just Got Political
Publicis is acquiring LiveRamp for $2.2B, WPP is walking away, and Marketing Ops teams need to reassess identity vendor risk before the deal closes.