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 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.
The AI Hours Nobody on Your Marketing Team Is Counting
Your marketing team is working harder than ever. They're also lying to themselves about why. The productivity paradox hiding in plain sight is costing you more than you realize, and nobody's tracking the hours.
How to Build Your First AI SEO Agent: A Finance-Ready Walk-Through
Your marketing team is burning 15-20 hours weekly on SEO tasks that follow the exact same pattern. Here's how to build an AI agent that collapses that sprawl into a single auditable workflow, complete with the ROI math your CFO actually wants to see.
How AI Is Reshaping Search Intent: What 2 Studies Reveal
Everyone's been telling you search intent is dead. AI answers the question, user moves on, game over. Except that's not what the data shows, and the lazy 'AI killed SEO' narrative is about as useful as a QR code on a billboard.
Exact Match Ads in AI Mode: What Changes When Google Controls the Intent Gate
Google is testing exact and phrase match Search campaigns in AI Mode. Here's what B2B demand gen teams should diagnose, measure, and watch before restructuring.
The Martech Reckoning: Why 2026 Is the Year of Fewer Tools and Harder Questions
Martech utilization has dropped to 49% while CEOs rate AI as critically important. The gap between executive belief and stack performance is about to trigger some very uncomfortable budget conversations, and the CMOs who survive will be the ones who can prove exactly which tools drive revenue.
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.