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.
Local Customer Optimization in Performance Max: What the CFO Needs to See Before You Flip the Switch
Google's new local customer optimization for Performance Max sounds like a CAC win, but the math gets complicated fast. Before you flip the switch, here's exactly what your CFO needs to see, and the pilot structure that will actually prove the case.
AEO Revenue Playbook: 3 Plays to Convert AI Visibility Into Pipeline
Your brand might be showing up in AI responses, but is that visibility actually turning into pipeline? Here's the playbook the teams winning right now are running, and it has nothing to do with share of voice dashboards.
Reddit's Community Intelligence Play: What the Math Says About Your Next Media Mix Decision
Reddit just handed B2B marketers a new variable for the attribution model. The question is whether it belongs there, and I've got the framework to help you figure that out before your next budget review.
UTM Architecture for Enterprise: The Governance Layer Your Attribution Model Is Missing
Your GA4 campaign report probably has a problem you haven't noticed yet - fragmented UTM tracking that's making budget decisions based on fiction. Here's how to build the governance layer that makes multi-touch attribution actually work.
Privacy-Compliant Ad Tracking in 2026: A CFO-Ready Playbook
Your tracking stack is bleeding data and legal exposure while GDPR fines exceed €7.1 billion. This CFO-ready playbook covers the three moves that actually work: server-side infrastructure, consent enforcement, and first-party data strategy.
GA4 for Paid Media Tracking: What B2B Marketers Actually Need to Know
Your CFO just asked why Google Ads shows 47 conversions while GA4 shows 31, and the board meeting is in three hours. This is the reality of paid media measurement in 2026: multiple systems, conflicting numbers, and executives who want a single source of truth.
When 93% Account Reach Meets 100 Closed-Won Deals: What Total Expert's ABM Results Actually Tell Us
Most ABM programs die in the gap between impressive reach metrics and actual closed deals. Total Expert's case study bridges that gap with 93% account reach and 100 closed-won deals—here's the unglamorous framework that made it possible.
The Measurement Problem Nobody Wants to Talk About (But Every CMO Should)
Here’s a confession that might get my CMO card revoked: I’ve celebrated marketing pipeline numbers that were about as reliable as next month’s weather forecast. In 2026, it’s time for an honest conversation about what measurement actually matters.