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.
When Your Attribution Data Lies to You: What LaunchDarkly's Metadata Fix Reveals About B2B Marketing's Dirty Secret
Here's a confession that will resonate with every demand gen leader: you've probably made at least one budget decision this quarter based on garbage data. LaunchDarkly's case study reveals what happens when a sophisticated marketing team finally confronts the uncomfortable truth about UTM parameters, and the infrastructure fix that made attribution trustworthy again.
OpenAI's Multi-Advertiser Test: What the CFO Needs to Know Before You Shift Budget
OpenAI's multi-advertiser ChatGPT placements look promising on paper, but the CFO math tells a different story. With attribution gaps and premium pricing, here's what you need to know before shifting budget.
Google's New AI Search Reports: What the Data Gap Means for Your Pipeline
Google's new AI Search reports show impressions but hide the clicks, leaving B2B marketers with visibility data they can't connect to pipeline. Here's how to build measurement frameworks that work despite the data gaps.
When Attribution Goes Dark, Build an Evidence Stack
Your CFO wants to know which campaigns actually drove pipeline, but 38% of B2B attribution is now structurally untrackable. Here's how to build an evidence stack that proves marketing impact when traditional attribution fails.
Your Attribution Dashboard Is Lying to You by About 24 Points
Most marketing teams trust their attribution reports like pilots trust altimeters, but the gap between what your dashboard claims and what actually happened is large enough to blow your CAC payback model. The 24-point delta between attributed conversions and incremental lift isn't just a measurement curiosity—it's a capital allocation problem that's systematically distorting your budget decisions.
When ABM Meets Attribution: The B2B Marketing Power Couple of 2026
B2B marketing in 2026 is like being a DJ at a wedding – you've got to read the room and prove your worth while targeting accounts that actually matter. The marriage of ABM and attribution isn't just changing how we measure success; it's redefining what winning looks like entirely.
When 100% Attribution Meets 93% Account Reach: What Total Expert's ABM Results Actually Mean for Your Pipeline Math
Total Expert achieved 100% closed-won attribution and 93% account reach – but the real story isn't the platform. It's how they fixed ICP alignment before expecting attribution clarity, creating a CFO-safe ABM model that actually connects activity to revenue.
Profound vs. Scrunch AI for AEO ROI: The Real Comparison Starts With Attribution
AEO is colliding with marketing automation in 2026—and that changes what ROI even means when you compare tools like Profound and Scrunch AI. The real difference isn't in features; it's in whether the tool can survive contact with your attribution system.
B2B Intent Data: A CFO-Safe Framework for Separating Signal from Noise
Intent data has gone from niche tool to mainstream marketing budget item in three years. Most companies are using it wrong. Here's a framework that separates genuine signal from expensive noise.