The DataWorks section is dedicated to helping marketing professionals harness the power of data in marketing, analytics and decision-making. It delivers insights on how to collect, interpret, and act upon data—covering everything from tracking metrics and building dashboards to establishing data governance, attributing performance and driving optimization.
This section serves as a bridge between raw numbers and strategic action, showing how smart measurement and reporting become the foundation for growth. By combining technical know-how with marketing relevance, DataWorks empowers readers to go beyond just “looking at data” and instead leverage it to drive outcomes.
Data-Driven Decisions. Real Results.
Stakes & Outcome: Why Attribution Is a Board Issue, Not a Marketing ToyIf you can’t prove which channels drive revenue, you’re not running marketing—you’re running a cost center. In 2026, B2B buying cycles average 27 touchpoints per deal (Forrester, 2025). The average buying group is 6–10
Brand Measurement, CFOs, and What to Track InsteadStakes & Outcome: What’s at Risk?StakesBrand budgets are on the chopping block. In 2025, only 22% of marketers prioritized brand, while 55% shifted to performance (MarTech, 2025). CFOs are not anti-brand—they’re anti-vague. If you can’t tie
