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.
Measuring ROI on AI Search: The Hardest Math in Marketing Right Now
Your Google Analytics says AI search traffic is a rounding error, but that buyer who just asked ChatGPT which B2B platform to shortlist? They're typing your competitor's name into their browser right now. The measurement canyon between what attribution shows and what's actually happening is keeping CMOs up at night, and I've got the three-layer stack to fix it.
When Marketing Becomes a Growth Engine, the CFO Stops Asking 'What Did We Get?'
The median B2B SaaS company takes 16 months to recover customer acquisition costs. Top-quartile operators do it in six. That 10-month gap isn't a marketing problem, it's a structural one that determines whether your next board meeting is a budget defense or a growth conversation.
Server-Side Tracking to BigQuery: How to Pipe Durable Events Into Your Warehouse
Your GA4 export is 24 hours stale before it lands, and your attribution model is running on yesterday's news. Server-side tracking to BigQuery gives you a first-party event stream that bypasses browser limitations and lands in your warehouse on your schedule, this is infrastructure, not a nice-to-have.
Marketing Without Signals: The CFO Conversation Nobody Wants to Have
Your attribution model is lying to you, and the gap between dashboard reports and actual pipeline drivers has widened to the point where budget decisions are essentially coin flips with better formatting. Here's how to rebuild measurement that doesn't depend on tracking infrastructure you no longer control.
The Pipeline Number That Won't Get You Laughed Out of the Room
Ask your paid media team what they contributed to pipeline last quarter in actual dollars and watch the room go quiet. That silence is the whole problem, and fixing it requires measurement that produces the same answer whether marketing or finance runs the query.
Partnerships and Rev-Share Deals Are Marketing Channels, Run Them Like One
Your partner program has a spreadsheet someone updates quarterly and a Slack channel where deals get announced with confetti emojis. That's the problem. If partners are generating a third of your pipeline, it's time to run them with the same rigor you'd never tolerate skipping for demand gen.
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.
The Conversion Counting Problem Nobody Wants to Model
Your Meta dashboard shows 50 conversions, Google claims 32, and your CRM logged 42 actual sales. Three numbers, zero agreement, and spoiler: everyone's numbers are right by their own rules. The question is whether you've built a model that reconciles them.
Your Channel ROI Might Be a Settings Artifact
Before you panic about that 18% organic search collapse, check your GA4 Admin panel. That dramatic channel shift might just be a settings toggle rewriting your executive dashboard, not an actual market signal.