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.
Measuring AEO: A 3-Layer Attribution Framework
Your CFO wants to know what that ChatGPT citation delivered, and you've got nothing, because every attribution model you've ever used assumes somebody clicked. Here's the three-layer framework that actually connects AI visibility to pipeline.
Marketing Analytics Tools: Fast Setup for Modern Data
That 55-point gap between marketing leaders who say data matters and those who trust their data isn't a technology problem, it's a time-to-value problem. Here's how to close it before your next board meeting, not six months after.
The Pipeline Number That Won't Get You Laughed Out of the Room
Ask your paid media team what they contributed to pipeline last quarter in actual dollars and watch the room go quiet. That silence is the whole problem, and fixing it requires measurement that produces the same answer whether marketing or finance runs the query.
What High-Citation Brands Do Differently in AI Search: The 2026 AEO Playbook
Sixty-eight percent of Google searches now end without a click, and only 20% of marketing teams are doing anything about it. Here's the uncomfortable truth about why your traffic is down while your rankings stayed the same, and the structural shifts that separate cited brands from invisible ones.
The 10 Best Marketing Analytics Software Tools (2026)
Most marketing analytics buying guides start with features. That's backwards. Here's the architecture-first framework that'll save you six figures and actually change how you allocate spend.
Your "Winning" Campaign Might Be Lying to You
That 4X ROAS on your dashboard? It might be a beautiful lie. I've watched marketing teams kill their best-performing campaigns because they couldn't wait for the data to mature, and the attribution window problem is why.
The Conversion Counting Problem Nobody Wants to Model
Your Meta dashboard shows 50 conversions, Google claims 32, and your CRM logged 42 actual sales. Three numbers, zero agreement, and spoiler: everyone's numbers are right by their own rules. The question is whether you've built a model that reconciles them.
Accurate ROI Tracking For Ads: A Complete Guide
Ask any CMO which campaigns drove closed-won revenue last quarter, and watch the room go quiet. The gap between ad activity and ad ROI doesn't close itself, but the teams building proper measurement infrastructure are finally proving marketing's worth in the language finance speaks.
GA4 for Paid Media Tracking: What B2B Marketers Actually Need to Know
Your CFO just asked why Google Ads shows 47 conversions while GA4 shows 31, and the board meeting is in three hours. This is the reality of paid media measurement in 2026: multiple systems, conflicting numbers, and executives who want a single source of truth.