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.
Apple's WebKit Block Isn't ATT 2.0. It's a Domain Kill Switch — and Your Measurement Stack Is Exposed.
Apple's iOS 27 WebKit now blocks ad-tech domains at the network level via a remotely updated list. Here's how B2B marketing ops teams should map and monitor vendor domain exposure.
Do You Really Need So Much Marketing?
I watched a SaaS company burn through $2.3 million on a 'full-funnel activation strategy' and grow their pipeline by just 4%. Meanwhile, a competitor with a fraction of that budget focused on three channels and doubled their qualified leads. The question isn't whether you need marketing, it's whether you need this much of it.
Peak Martech Is a Forecast Problem, Not a Vendor Problem
The martech landscape hit 15,505 tools and flatlined, but if you think that means complexity is finally under control, you're reading the wrong metric. The real story is in the 9% annual churn rate and the data handoffs nobody's counting.
Offline Uploads Are Now Your Conversion Insurance Policy
Your Google tag fires, but 37% of your best prospects are invisible thanks to ad blockers. Google's offline upload feature is the insurance policy your attribution model desperately needs, here's how to stop optimizing against incomplete data.
LinkedIn's B2B Ad Formula: What the 81% Failure Rate Actually Means for Your Budget
Four out of five B2B campaigns fail to achieve both attention capture and brand recall. That's not a creative problem, it's a measurement and strategy crisis that's starving your future pipeline while you optimize for the wrong metrics.
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.
Demandbase for Sales: When Your Sellers Finally Get the Same Playbook as Marketing
Sales reps spend only 28% of their time actually selling. Demandbase thinks it has the solution, and for CMOs tired of the marketing-sales blame game, it's a bet worth watching.
What a Tiny Brazilian Streaming Site Can Teach Us About Traffic That Actually Matters
I found a tiny Brazilian streaming site with 13,000 visits and a 62% bounce rate, and it exposed everything wrong with how we celebrate traffic metrics. Your dashboard might be lying to you too.
LinkedIn Ads Conversion Tracking: Insight Tag, CAPI, and the B2B Attribution Gap
Your LinkedIn Campaign Manager shows 300 demo requests while your CRM shows 14 opportunities, and neither number tells the whole story. Here's why the B2B attribution gap isn't a technical problem, it's structural, and what you can actually do about it.