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.
Growth Hacking Promised You 20% Gains. The Real Number Is Closer to 70% Failure.
That VP of Marketing who just fired her third 'growth hacker' in eighteen months? She's not alone. The gap between what growth hacking sells and what it actually delivers has become the industry's worst-kept secret, and it's time we talked about the math that doesn't add up.
Google's EEA Search Redesign and the Return of Post Views: What the Numbers Mean for Your Pipeline
Google just handed you two data shifts that could wreck your Q4 attribution if you're not paying attention. Your EEA rank tracking is noisier, Business Profile post views are back after 42 months, and the math on both requires immediate calibration.
Google's AI Search Reporting Gap: What the Admission Means for Your Pipeline
Google just admitted Search Console's AI search reports don't give you the position data you need, and they're not racing to fix it. Here's what that means for your attribution models and what to do about the measurement gap affecting half of all queries.
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.