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.
Synthetic Research Is a Promise With a Catch – And the Catch Is Governance
The synthetic research market is exploding toward $4.6 billion by 2032, promising instant insights and compressed timelines. But speed without validation is just expensive guessing – and the governance frameworks to use these tools responsibly are what separate strategy from risk.
The Marketing Talent Pipeline Is Breaking – And We're All Holding the Wrench
The entry-level marketing talent pipeline is cracking under AI adoption pressure – and we're the ones applying it. Entry-level jobs dropped 35% while we celebrated productivity gains, severing the very ladder that created today's marketing leaders.
Agent API Isn’t an AI Feature. It’s a Runtime Decision.
A practical 2026 operator guide to Agent APIs as managed runtimes—what changes, why it matters now, and a holdout test to measure lift safely.
ChatGPT Product Recommendations in 2026: The One Move That Gets You on the Shortlist
A tactical 2026 playbook to earn ChatGPT shopping shortlist visibility using constraint-ready content, third-party lists, reviews, and measurable tests.
AI Search Will Crack B2B Marketing’s Accountability Model (Unless You Replace “Engagement Proof”)
AI search reduces clicks and breaks engagement-based attribution; use an AI visibility plus sales telemetry scorecard to protect B2B marketing accountability.
Google's Enhanced Conversions Update: What the June 2026 Simplification Means for Your Measurement Stack
Google's merging enhanced conversions for web and leads into a single toggle in June 2026, eliminating the forced choice between implementation paths. This isn't about new functionality – it's about making your measurement stack more durable and less likely to break when teams change or sites get redesigned.
Automation Drift: The 417% Conversion Spike That Should Terrify Your CFO
A 417% conversion spike sounds like a board-ready win – until you realize the algorithm optimized toward the wrong outcome. When automation drift inflates platform metrics while delivering nothing to the P&L, your CFO will eventually notice.
The "Ultimate Guide" Is Dead. Long Live the Focused Answer.
A massive new study reveals that ChatGPT cites focused content more than comprehensive "ultimate guides." The data shows moderate coverage outperforms exhaustive coverage – time to rethink your content playbook.
Connecting Supermetrics to AI Tools: The CFO-Safe Playbook for Marketing Data Activation
Every marketing leader wants AI tools that actually understand their data, but 27% of CMOs still report limited GenAI adoption. The gap isn't capability – it's connectivity, and Supermetrics' new AI integrations change that equation completely.