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.
6sense's MCP Server Puts Buying Signals Inside Your AI Agent. Here's What That Actually Changes.
6sense's MCP Server and expanded APIs bring buying-stage intelligence into AI agents and GTM workflows. Here's what changes, what to watch, and how to test it.
Amazon DSP Meets ChatGPT: What the Pilot Means for Your Media Mix
Amazon just opened the door to ChatGPT inventory through its DSP, and the real question isn't whether conversational ads are interesting, it's whether you can model the economics and justify the spend to your CFO. Here's the framework for deciding if this pilot deserves your budget.
One MMM Is a Hypothesis. Three Is a Stress Test.
Your marketing mix model looks confident until you run two more and they disagree by seven figures. The CFO-safe move isn't picking the prettiest chart, it's stress-testing your assumptions before they stress-test your budget.
Using Dry Run to Change Workflows Safely with Agent CLI
HubSpot just made it impossible to delete a workflow without previewing the damage first. That single design decision tells you everything about where marketing automation is heading in 2026—toward systems that force you to model the blast radius before you pull the trigger.
Your AI Traffic Is Hiding in Plain Sight. Here's How to Find It.
That call from a prospect who 'found you online'? There's a decent chance they found you inside ChatGPT, and your analytics just filed it under 'direct.' If you can't prove AI search is driving pipeline, you're leaving budget justification on the table.
The Ad Spend Outlook Is Looking Up; Google Brings AI to MMM
Seventy-five percent of algorithm-driven ad spend by 2028, and your measurement stack probably can't explain what any of it actually caused. Here's why Google's Meridian GeoX might be the calibration play that finally gets Finance to trust your numbers.
Three MMMs, One Dataset: A Workflow for Paid Media Budgets You Can Defend
Running three MMMs against one dataset exposes assumption-driven uncertainty before it becomes a budget mistake. Here's the ops workflow.
AI Is Putting Marketing's In-House Model to the Test
Kimberly-Clark just cut content production time from 24 days to two hours. If you're a CMO who spent the last decade building an in-house agency, that stat should make you both excited and deeply uncomfortable. The in-house model we perfected for a pre-AI world may not survive contact with the one we're entering.
Google's Data Manager Expansion: What the Uplift Metric Actually Means for Your Forecast
Google just dropped a metric that finally answers the question your CFO has been asking for years: is your first-party data investment actually paying off? Here's how to stress-test that 26% ROAS claim before you take it to the board.