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 Cross-Platform Measurement Problem Nobody Wants to Solve
You're staring at three dashboards and each platform is taking credit for revenue that doesn't mathematically exist. Welcome to the measurement problem that keeps B2B marketers up at night, and here's how to actually fix it.
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.
AI Mode Sends a Different Visitor. Your Website Wasn't Built for Them
A billion people are using Google's AI Mode, arriving at your website having already compared you to competitors, and your homepage is still asking if they'd like to subscribe to a newsletter. That 42% conversion premium? You're bleeding it dry with funnels built for visitors who no longer exist.
Google's New AI Spam Detection: What B2B Marketers Need to Model Now
Your content team just shipped 40 blog posts this quarter, and Google just published a research paper on catching AI-generated spam at scale. Before your CFO asks whether those posts are assets or liabilities, here's the detection logic you need to understand, and the audit framework to run before your next pipeline review.
Your AI Sales Bot Won't Close Deals. But It Might Make You a Better Closer.
You're a marketer suddenly thrust into revenue-generating roles, and nobody handed you a sales playbook. The good news? An AI sales bot won't replace you in conversations, but it might just help you realize you were better at closing than you thought.
AI Brand Visibility Tracking: How to Do It the Right Way
Your brand might be crushing it on Google and still be invisible to half your potential buyers. ChatGPT's sources have only a 12% overlap with Google's top results, which means you could be dominating traditional SEO while AI recommends your competitors to 900 million weekly users.
7 AI Search Shifts You Can't Afford to Ignore
Sixty percent of Americans now read AI summaries instead of clicking through to websites, and 93% of Google AI Mode sessions end without a single external click. The volume is collapsing, but AI-referred visitors convert at 23x the rate of standard organic traffic, which means most marketing teams are optimizing for the wrong variable entirely.
Half Your Daily AI Search Users Click Through. The Other Half? They're Not Who You Think.
Daily AI search users click through to sources at 3.5x the rate of casual users, and they're your actual buyers. While everyone panics about AI killing traffic, the data reveals something better: AI is sorting your audience, separating serious researchers from casual browsers.
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.