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.
Google's AI Licensing Pilot: What the Math Actually Means for B2B Content Strategy
Google's quietly paying publishers when content 'significantly contributes' to AI answers, but appearing in citations doesn't mean you're getting paid. The distinction between infrastructure and decoration is about to reshape every B2B content strategy.
The Martech Landscape Just Flatlined. Here's Why That's Actually the Interesting Part.
For fifteen years, the martech landscape looked like a hockey stick drawn by a true believer. Then 2026 happened and the line went flat. But underneath that near-zero growth? The market is churning like a washing machine on spin cycle, and the implications for your AI strategy are hiding in plain sight.
Demandbase's Advanced Reporting for Advertising: What the Embedded Looker Instance Actually Changes
Most B2B ad dashboards tell you how much you spent, not whether it moved accounts toward revenue. Demandbase's embedded Looker instance promises to close that gap, here's what the four pre-built dashboards actually do and whether they'll change your board conversations.
Jon Miller's 2026 Playbook: When Your Next Lead Might Be a Bot
The man who co-founded Marketo is telling us the B2B marketing playbook is obsolete. Your next qualified lead might not be a person, it might be an AI agent doing vendor research on behalf of a buying committee that hasn't even decided they have a problem yet.
Your New Sales Prevention Department: AI
More than half of AI users have walked away from purchases because a chatbot told them to. The same tools we're racing to deploy are quietly becoming the most effective sales prevention system ever built, and your only defense is making sure the AI can't honestly tell your customers not to buy.
The CFO's CDP Question: Packaged or Composable?
Your CFO wants to know why you're paying for another data platform when you already have a warehouse. The answer isn't about architecture, it's about your data engineering capacity, activation latency needs, and tolerance for vendor coordination chaos.
State of Search 2027: What to Stop, Measure & Fund
Google's zero-click rate hit 68% in 2026, and if you're still running your old search playbook, you're optimizing for a game that's already changed the rules. Here's what to stop, what to measure, and where to put your 2027 budget.
Why Better Show-Level CTV Data Still Can't Buy You Show-Level Control
Your CTV vendor's post-campaign report shows exactly which shows ran your spots, but you couldn't actually choose any of those placements beforehand. The measurement stack has improved dramatically; the buying stack hasn't kept pace. Here's what's actually broken and what operators can do about it now.
Meta Wants to Run More of Your Marketing. Here's the CFO Question Nobody's Asking.
Meta's Advantage+ suite promises effortless ROAS gains, but when the algorithm controls targeting, creative, and budget, how do you prove the lift is real? Before your CFO asks the hard questions, here's the framework you need.