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 Data Manager Overhaul: What the Migration Means for Your Pipeline
Google quietly broke offline conversion imports for dormant developer tokens, and if your CRM-to-Ads pipeline went silent without anyone noticing, you're not alone. The Data Manager migration isn't a routine API bump, it's a structural shift that exposes every fragile handoff between your CRM, consent layer, and ad accounts.
GEO Scores Compress a Broken System Into One Number. Here's What to Measure Instead.
GEO scores compress noisy, fragmented AI visibility data into a single unreliable number. Here's the prompt-based audit and measurement system B2B brands need instead.
Search Console's AI Reports Ship Without Clicks or Queries. Here's How to Measure What Actually Matters.
Google's AI search reports in Search Console show impressions but omit clicks, queries, and accurate position data. Here's how B2B teams should measure what matters.
Account-Based Intelligence: Why Your Scoring Model Is Probably Lying to You
Your Tier 1 list has 150 accounts, but only 15 are worth calling this week. The rest? They scored well in your model but are about as active as my gym membership in February. Here's why most scoring systems are lying to you, and what actually matters.
AI Is Changing Media Faster Than Marketers Can Measure It
Forty-four percent of ad buyers say adapting to AI-driven consumer behavior is their top challenge, and the measurement systems built for a click-based world are failing to keep pace. Here's what the gap means for your budget decisions and how to start closing it.
Lost in Translation: Why Content and Data Teams Can't Speak the Same Language
I've watched brilliant campaigns die in meetings where content strategists say 'high-intent prospects' and data teams ask 'what does that mean in trackable behaviors?' The silence that follows is where marketing goes to die. Here's how to build the translation layer that saves it.
Google's Full-Web Search API Is Now Partner-Only. Here's What That Means for Your Martech Stack.
If you've been running programmatic search queries through Google's Custom Search JSON API, your clock is ticking, January 2027 marks the hard sunset. Here's what's actually changing, which workflows are at risk, and the 90-day migration checklist you need to start now.
The 2003 Framework That Was Already Doing Query Fan-Out
Turns out, that 'old school' nested keyword technique from 2003 was doing something we now call query fan-out, about two decades before anyone gave it a name. And in a world where AI systems generate hundreds of millions of novel queries daily, that prophetic approach is the only game worth playing.
AI Update, September 11, 2026: The Governance Gap Gets a Deadline
Seventy-eight percent of executives cannot prove their AI works as intended. California just gave them a reason to care, and a 16-month countdown to get their governance house in order before the nation's first independent AI auditor framework kicks in.