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 Funnel Lied to You: What Dreamdata's Data Reveals About How B2B Buyers Actually Buy
Eighty-eight touchpoints. Ten stakeholders. Two hundred seventy-two days. The comforting fiction of your linear funnel just got buried by Dreamdata's latest research, and the implications should make every CMO reconsider everything they thought they knew about attribution.
The 83% Accuracy Play: Why Your SEO and Paid Teams Need to Stop Forecasting in Silos
Here's a stat that should make every CMO sit up: forecasting SEO and paid search together lifts revenue accuracy to 83%. If you're still running separate forecasting models, you're essentially flying a plane with two pilots who refuse to talk to each other.
Connect Pinterest Ads to Snowflake: The CFO-Safe Case for Visual Discovery Data
Pinterest's $0.83 CPC makes it the cheapest intent platform in 2026, but most teams can't prove ROI because the data sits isolated from their attribution models. Here's how to connect Pinterest Ads to Snowflake and finally answer what the channel actually contributes to revenue.
Accurate ROI Tracking For Ads: A Complete Guide
Ask any CMO which campaigns drove closed-won revenue last quarter, and watch the room go quiet. The gap between ad activity and ad ROI doesn't close itself, but the teams building proper measurement infrastructure are finally proving marketing's worth in the language finance speaks.
Google Just Killed Standalone Display Campaigns. Here's What Your Forecast Needs to Know.
Google's forcing Display campaigns into Demand Gen by 2027, and that timeline changes how you'll model upper-funnel spend for the next eighteen months. Here's what you lose, what you gain, and how to structure a pilot that gives Finance the numbers they need before the automatic migration kicks in.
Startup Analytics: The CFO-Safe Framework for Turning Metrics Into Revenue Decisions
Every board meeting, someone asks “How do we know this is working?” If your answer involves hand-waving about brand awareness, you’ve already lost the CFO. Here’s the framework that makes analytics board-ready, not just marketing-pretty.
Revenue Attribution Models: The Board-Grade Playbook for Operators
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