All articles in DataWorks
Everyone talks about first-party data strategy. Almost nobody has the infrastructure to activate it. This analysis covers the four-layer stack — collection, unification, activation, measurement — that separates organisations with real data capability from those with a strategy deck.
Here’s a confession that might get my CMO card revoked: I’ve celebrated marketing pipeline numbers that were about as reliable as next month’s weather forecast. In 2026, it’s time for an honest conversation about what measurement actually matters.
Every board meeting, someone asks “How do we know this is working?” If your answer involves hand-waving about brand awareness, you’ve already lost the CFO. Here’s the framework that makes analytics board-ready, not just marketing-pretty.
Most marketing teams are drowning in data but starving for insight, spending days reconciling spreadsheets instead of optimizing spend. iPaaS analytics transforms your integration layer from expensive middleware into a revenue operations control plane that your CFO will actually want to fund.
