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.
Your Brand Might Be Invisible to 900 Million People
Unilever generates $50 billion annually, yet Vaseline appears in just 8% of AI responses. The brands winning tomorrow aren't the ones with the best shelf placement, they're the ones AI systems trust enough to cite.
The Seams Are Showing: Why Your Touchpoint Obsession Is Killing Customer Loyalty
Every department hit its number. And the customer concluded that nobody was actually paying attention. I've watched this movie play out at three different companies this year alone, and the data on the perception gap between executives and customers is brutal.
From Impressions to Influence: Attributing Pipeline to AI Citations
Your organic traffic looks flat, but pipeline dropped 30% this quarter. The answer is hiding in a layer your analytics cannot see, and until you build the infrastructure to measure AI citations, marketing will look ineffective while actually working harder than ever.
The Onboarding Paradox: You Won the Deal, Now Don't Lose the Customer
You spent six months nurturing that lead, survived three rounds of demos, and aged five years in pricing negotiations. Then you fumbled the handoff and watched them walk. Here's how to stop treating onboarding like an afterthought and start treating it like the brand-defining moment it actually is.
The 121-Lesson Bet: What Metadata's Tutorial Library Signals About Platform ROI
Metadata.io just dropped 121 screen-recorded tutorials, and that's not documentation, it's a statement about where platform adoption actually breaks down. Here's what their lesson library reveals about time-to-value and how to use it as your evaluation litmus test.
When Your Reports Stop Looking Like Hieroglyphics, Clients Actually Stay
A 14-year financial advisor calls one platform 'mission-critical' after scaling to $330 million AUM. His story reveals why technology adoption becomes a competitive moat when it solves the right problem at the right moment.
Open-source MMM in 2026: cheaper to start, harder to trust
Open-source MMM is cheaper to start in 2026, but teams still need governance, data science, and lift tests to make budget decisions they can trust.
The CDP Decision Your CFO Actually Cares About
I've watched three PE-backed marketing teams blow six figures on CDPs that never made it past the 'unified profile' stage. The 2026 market has split into two architectures, and picking the wrong one will cost you a year and a mid-six-figure write-off.
The Eightfold Lawsuit: When Your AI Vendor Becomes Your Biggest Liability
What if the AI tool you bought to make hiring faster and fairer is actually creating secret dossiers on candidates and potentially violating federal law? That's not a hypothetical, it's the allegation at the center of a class action that should have every marketing leader rethinking their vendor relationships.