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.
ChatGPT Ads Just Got a Self-Serve Dashboard. Here's What the Math Looks Like.
OpenAI's new self-serve Ads Manager is rolling out globally, and the unit economics question is the only one that matters. Here's how to model the pilot, set your kill thresholds, and figure out if this channel belongs in your mix before CPCs climb to Google-level pain.
Get Started with Data Enrichment: A CFO-Safe Playbook for Marketing Leaders
Your CRM is rotting at 22.5% per year, and if you're forecasting pipeline on data that decays faster than your sales cycle, you're forecasting fiction. Here's how to build a data enrichment program that Finance will actually approve, complete with a two-week pilot design and the math that gets budget.
The Cross-Platform Measurement Problem Nobody Wants to Solve
You're staring at three dashboards and each platform is taking credit for revenue that doesn't mathematically exist. Welcome to the measurement problem that keeps B2B marketers up at night, and here's how to actually fix it.
From Campaigns to Revenue: Rebuilding the B2B Digital Experience
Eighty percent of B2B deals are won before your SDR even picks up the phone. If that doesn't make you question your entire campaign calendar, I don't know what will. The game has changed, and most teams are still playing by rules that no longer exist.
Google Ends API Support for New Smart Campaigns: What B2B Teams Need to Know Before the Cutoff
Google's killing API support for new Smart Campaigns, and if your B2B team relies on programmatic provisioning, you've got homework to do. The migration to Performance Max or AI Max isn't optional, but it's also your chance to finally fix that lead quality problem you've been ignoring.
Your Buyers Already Know Who They're Buying From. Do They Know You?
Ninety-five percent of the time, the vendor who wins a B2B deal was already on the buyer's shortlist before the buying process officially began. If you're not building familiarity before buyers start looking, you're not even in the race.
Reddit's Community Intelligence Play: What the Math Says About Your Next Media Mix Decision
Reddit just handed B2B marketers a new variable for the attribution model. The question is whether it belongs there, and I've got the framework to help you figure that out before your next budget review.
AI Mode Sends a Different Visitor. Your Website Wasn't Built for Them
A billion people are using Google's AI Mode, arriving at your website having already compared you to competitors, and your homepage is still asking if they'd like to subscribe to a newsletter. That 42% conversion premium? You're bleeding it dry with funnels built for visitors who no longer exist.
Google's New AI Spam Detection: What B2B Marketers Need to Model Now
Your content team just shipped 40 blog posts this quarter, and Google just published a research paper on catching AI-generated spam at scale. Before your CFO asks whether those posts are assets or liabilities, here's the detection logic you need to understand, and the audit framework to run before your next pipeline review.