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.
GA4’s Advertising Snapshot: Why Last-Click Attribution Fails in AI-Led Journeys
Stakes and Outcome: What’s at Risk with Last-Click Attribution in AI-Led JourneysIf you’re still using last-click attribution to allocate budget or defend marketing’s impact, you’re flying blind in 2026. Here’s the risk: last-click models under-credit the channels that actually create demand,
Google Analytics Adds Cost Data Imports for Meta and TikTok Ads: The End of Spreadsheet Olympics
Google Analytics Cost Data Imports for Meta and TikTok What Changed: Native Cost Data Imports for Meta and TikTok Google Analytics now lets you automatically import ad cost data from Meta (Facebook, Instagram, et al.) and TikTok. No more manual uploads, no more duct-taped connectors, no more reconci
Google Analytics Expands Benchmarking with Unnormalized Metrics: What It Means for Revenue-Obsessed
Google Analytics Unnormalized Metrics Benchmarking Explained If you’ve ever tried to compare your pipeline to a peer’s using only ratios, you know the feeling: it’s like benchmarking your marathon time against someone else’s pace per mile—without knowing if they ran 5K or the full 26.2. This week, G
The Disappearing Funnel: Marketing Analytics in the Age of LLMs
Marketing Analytics in 2025: Navigating the LLM Black Box If you want to understand the state of marketing analytics in 2025, picture this: you’re at a wedding, and the DJ has just handed over the playlist to an AI. The crowd’s requests are now filtered through a black box, and all you can do is wat
If Marketing Had a Fitbit, It’d Be Called Analytics
Marketing Analytics: The Heartbeat of Modern Marketing Let’s be honest: if marketing were a person, it’d be the one at the party wearing a smartwatch, tracking every step, heartbeat, and questionable dance move. “Did you know my engagement rate spiked right after the Macarena?” That’s marketing anal