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.
1 in 7 ChatGPT Ads Land Off-Topic. Here's What That Means for Your Test Budget.
SE Ranking found ChatGPT ads on 25.94% of commercial prompts, but 14.35% were off-topic. Here's how B2B SaaS teams should size a pilot and set guardrails.
Your Doctor's Office Is an Ad Channel Now
Pharma marketers just crossed $1.2 billion in point-of-care advertising, a 171% jump since 2019. The waiting room is now media inventory, and the attribution math is cleaner than anything you're getting from digital display.
AI Isn't Delivering Marketing Efficiency, It's Repeating Programmatic's Broken Promise
I've been watching the AI efficiency narrative unfold with a creeping sense of déjà vu, because I've seen this movie before. It was called programmatic advertising, and the ending wasn't great.
The B2B Data Vendor Decision Your CFO Will Actually Sign Off On
The B2B data vendor calculus broke when AI agents started acting on CRM records faster than humans could catch the errors. Here's the framework for making a board-defensible decision, one your CFO will actually sign off on.
Only 23% of B2B Launches Hit Revenue Targets. The Fix Isn't Better Marketing — It's Fewer Launches.
Only 23% of B2B launches hit first-year revenue targets. Here's why tiering your launch queue with buyer evidence fixes the capacity problem PMMs face.
Keyword Stuffing Hurts AI Visibility. Two GEO Experiments Show What Actually Works.
Two GEO experiments tracking 775 AI citation events show evidence-forward content beats keyword tactics for AI visibility across ChatGPT, Gemini, and more.
Google's Lift Studies Grade Their Own Homework. Here's How to Grade It Yourself.
Google's lift studies use certainty labels that favor continued spend. Replication risk analysis shows why B2B SaaS teams need their own evidentiary standards.
Growth Hacking Promised You 20% Gains. The Real Number Is Closer to 70% Failure.
That VP of Marketing who just fired her third 'growth hacker' in eighteen months? She's not alone. The gap between what growth hacking sells and what it actually delivers has become the industry's worst-kept secret, and it's time we talked about the math that doesn't add up.
Whatever Happened to Good Old-Fashioned Retail? The AI Reckoning Nobody Saw Coming
AI-driven traffic to retail sites grew 393% year-over-year, and those visitors now convert 42% better than traditional channels. The discovery layer is being reintermediated, and if your product isn't in the AI's curated answer, you might as well not exist.