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.
Run Fewer Incrementality Tests and Get More From Them
I've watched marketing teams burn through testing budgets like they're trying to win a prize for most experiments conducted. Spoiler alert: there's no trophy, just inconclusive data and confused executives. Here's why running fewer, smarter tests will actually get you the answers that matter.
The 121-Lesson Bet: What Metadata's Tutorial Library Signals About Platform ROI
Metadata.io just dropped 121 screen-recorded tutorials, and that's not documentation, it's a statement about where platform adoption actually breaks down. Here's what their lesson library reveals about time-to-value and how to use it as your evaluation litmus test.
When Your Reports Stop Looking Like Hieroglyphics, Clients Actually Stay
A 14-year financial advisor calls one platform 'mission-critical' after scaling to $330 million AUM. His story reveals why technology adoption becomes a competitive moat when it solves the right problem at the right moment.
Pardot Alternatives: What B2B Marketers Are Actually Choosing in 2026
Salesforce renamed Pardot to 'Marketing Cloud Account Engagement' back in 2022, and that rebrand was the first sign something bigger was happening. If you're asking whether it's time to leave, here's what's actually changed in the market and why the alternatives look fundamentally different than they did even two years ago.
GA4's Custom Attribution Windows: The CFO Conversation You've Been Avoiding
Your CFO wants to know why Google Ads and GA4 show different conversion numbers. The January 2026 update finally lets you set attribution windows per conversion type, here's how to use it to build measurement your finance team will actually trust.
When Intent Data Stops Being a Buzzword: Qualified's $6.9M Pipeline Lesson
Here's a confession that might get my CMO card revoked: for years, I watched companies buy intent data like it was a magic potion. Then I came across Qualified's case study, and the $6.9M pipeline story underneath reveals something most intent data conversations miss entirely.
AI Search Visibility ROI: How to Measure What Matters (& Ignore What Doesn't)
Your brand just got mentioned in a ChatGPT answer and your analytics dashboard stayed completely silent. Welcome to the measurement problem that's keeping CMOs up at night, and the framework that actually connects AI visibility to pipeline.
Google's New Benchmarking Feature Gives You the Peer Comparison Your CFO Actually Wants
Your board wants competitor comparisons and you've been citing six-month-old industry reports. Google's new Ask Advisor benchmarking feature finally lets you show where you actually stand against your peer group, but only if you verify the peer group first.
When Your Attribution Data Lies to You: What LaunchDarkly's Metadata Fix Reveals About B2B Marketing's Dirty Secret
Here's a confession that will resonate with every demand gen leader: you've probably made at least one budget decision this quarter based on garbage data. LaunchDarkly's case study reveals what happens when a sophisticated marketing team finally confronts the uncomfortable truth about UTM parameters, and the infrastructure fix that made attribution trustworthy again.