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.
AI Max Isn't Strategy: What Mike Ryan's Guardrails Argument Means for Your Forecast
Google's AI Max can optimize toward a goal, but it cannot understand your business context. Mike Ryan's guardrails argument reveals why the gap between algorithmic efficiency and strategic intent is where your next forecast lives, or dies.
The Ad Spend Outlook Is Looking Up; Google Brings AI to MMM
Seventy-five percent of algorithm-driven ad spend by 2028, and your measurement stack probably can't explain what any of it actually caused. Here's why Google's Meridian GeoX might be the calibration play that finally gets Finance to trust your numbers.
GA4 for B2B Marketing: The CFO-Ready Measurement Framework
Three years after Universal Analytics went dark, most B2B teams have migrated to GA4—but migration isn't the same as utilization. Here's how to build a measurement framework your CFO can actually trust, complete with the attribution math and privacy compliance layers nobody wants to talk about.
The Attribution Reckoning: How Enterprises Actually Measure Marketing Automation ROI in 2026
Seventy-five percent of companies now use multi-touch attribution, yet most still can't explain which campaigns actually drove revenue. The gap between 'we have an attribution model' and 'we trust our attribution model' has never been wider, and the enterprises winning in 2026 are the ones honest enough to admit what they can and can't prove.
When Attribution Looks More Precise Than the Data Behind It
Your attribution dashboard just told you paid search drove 40% of conversions. The chart is clean, the percentages add up. There's just one problem: it can't answer the question that actually matters, how many of those conversions would have happened anyway?
Your 2027 CTV Budget Needs Evidence Now
Walk into your next budget meeting and tell the CFO your connected TV campaign delivered 'really solid reach.' That micro-expression on their face? That's exactly why you need to start building your CTV measurement infrastructure today, not when 2027 planning is already half-baked.
Google's Local Customer Optimization: What the Math Says About Reaching Buyers at the Curb
Google's new Local Customer Optimization feature doesn't optimize for clicks or conversions, it optimizes for people already navigating to your location. The math either works for your business or it doesn't, and I've got the pilot framework to help you find out.
The CFO's Martech Reckoning: What Actually Survives 2026
More than half of every martech dollar you spent last year generated zero measurable return. Here's the utilization audit framework that identifies your cut list before your CFO does, and what actually survives the next 18 months of budget scrutiny.
The AI Paradox in B2B Marketing: Everyone's Using It, Few Are Winning
Ninety-six percent of B2B marketers now use AI, yet fewer than 40% report actual performance improvements. That 56-point gap? That's where the next generation of marketing leaders will be made, and I've got the data to show you exactly where the winners are placing their bets.