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.
90% of B2B Teams Say Attribution Is Broken. Here's What to Measure Instead.
90% of B2B teams say attribution is broken. Here's a practical triangulation framework using MTA, MMM, and incrementality testing to fix measurement under signal loss.
49% of Marketers Can't Act on Their Own Data. Here's the Ops Fix.
49% of marketers say analytics don't translate into action. AI measurement closes the gap, but only with clean data, governance, and ops instrumentation underneath.
73% of AI-Influenced Pipeline Is Misattributed. Here's How to Justify GEO Anyway.
73% of AI-influenced pipeline is misattributed. Use this three-layer measurement model to justify GEO investment without waiting for perfect attribution.
AI Search Eligibility Hasn't Changed. Google's Real Message Is About What You Measure Next.
Google's Ginny Marvin clarified AI Search ad eligibility and Qualified Future Conversions — here's what B2B SaaS marketers should actually do with the information.
Your AI Visibility Dashboard Is Lying to You. Here's the Sample Size That Fixes It
Single-run AI visibility rankings are statistical noise. New research shows you need 33–94 repeated runs before the data stabilizes enough to trust.
72% of B2B Buyers Are Using ChatGPT to Vet Vendors. Half of You Aren't Even in the Answers.
Here's a stat that should ruin your Monday: 72% of B2B buyers now use ChatGPT to evaluate vendors, while 51% of B2B tech brands have zero AI citations. The shortlist is getting built before you even know it exists, and if you're not in the answer, you're not in the running.
WebMCP Turns Your Website Into an Attack Surface
Your marketing team just made your site agent-ready, and now your competitors can hijack the AI agents your prospects send to evaluate you. The attack surface is yours, here's how to close it before someone else uses it.
Your AI Visibility Dashboard Is Lying to You
That 12-point lead over your competitor in ChatGPT citations? It might be the statistical equivalent of flipping a coin three times and declaring yourself a probability genius. New research quantifies what many suspected: AI visibility metrics are snapshots of a moving target, not fixed competitive intelligence.
AI Mode Queries Are 3x Longer Than Traditional Search. Most B2B Content Still Targets 3-Word Keywords.
Google's AI Mode report shows queries are 3x longer and follow-ups grew 40% monthly. Here's how to close the gap between user behavior and your content.