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.
The Ad Spend Outlook Is Looking Up; Google Brings AI to MMM
Seventy-five percent of algorithm-driven ad spend by 2028, and your measurement stack probably can't explain what any of it actually caused. Here's why Google's Meridian GeoX might be the calibration play that finally gets Finance to trust your numbers.
The Measurement Illusion: Why Social Media's Ad Dominance Is a $275 Billion Confidence Game
Social networks grab 27.7% of US ad spend while commanding just 12.5% of media time. That asymmetry isn't about performance, it's about measurement confidence, and it's leaving billions on the table for brands that can't tell the difference between attribution theater and actual incrementality.
Half Your Audience Data Is Wrong Before You Even Bid
By the time your audience segment hits the bid stream, it's already lost half its accuracy. Magnite's new Truthset integration finally makes that degradation visible, and configurable. Here's what the math actually looks like and how to test whether premium data tiers are worth the CPM bump.
LinkedIn's Bot Problem Is Your CAC Problem
Your LinkedIn campaigns look healthy until your sales team starts calling those leads. New data reveals LinkedIn's bot problem is costing B2B marketers thousands in wasted spend and inflated pipeline forecasts.