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.
The Measurement Gap: How SEO Teams Are Tracking AI Citations Across Six Engines
Your brand can rank first on Google and be completely invisible in ChatGPT, and only 14% of marketers are tracking that gap. Here's how SEO teams are building measurement systems across six AI engines before their next board review.
ChatGPT Ads via Criteo: A CFO-Ready Pilot Framework
Criteo's ChatGPT integration is showing 2x conversion rates, but the measurement gaps make CFO approval tricky. Here's how to structure a pilot that Finance will actually sign off on.
Connecting Yandex.Direct to ChatGPT: What the Russian Search Spend Pipeline Actually Looks Like
Most B2B marketers are still manually exporting Yandex.Direct data into spreadsheets while the infrastructure to query it conversationally has quietly matured. The question is whether the time-to-insight improvement justifies the setup cost, and whether the data quality holds up under CFO scrutiny.
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.