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 272-Day Problem: Why Your Content ROI Math Is Probably Wrong
If you're measuring content marketing ROI like a paid search campaign, you're probably undervaluing your best assets by a factor of three. The average B2B journey takes 272 days, and 81% happens before sales even says hello. Time to fix your math.
Amazon DSP Meets ChatGPT: What the Pilot Means for Your Media Mix
Amazon just opened the door to ChatGPT inventory through its DSP, and the real question isn't whether conversational ads are interesting, it's whether you can model the economics and justify the spend to your CFO. Here's the framework for deciding if this pilot deserves your budget.
GA4 for B2B Marketing: The CFO-Ready Measurement Framework
Three years after Universal Analytics went dark, most B2B teams have migrated to GA4—but migration isn't the same as utilization. Here's how to build a measurement framework your CFO can actually trust, complete with the attribution math and privacy compliance layers nobody wants to talk about.
The Attribution Reckoning: How Enterprises Actually Measure Marketing Automation ROI in 2026
Seventy-five percent of companies now use multi-touch attribution, yet most still can't explain which campaigns actually drove revenue. The gap between 'we have an attribution model' and 'we trust our attribution model' has never been wider, and the enterprises winning in 2026 are the ones honest enough to admit what they can and can't prove.
The Confidence-Readiness Paradox: What TransUnion's AI Study Means for How We Sell GEO
Eighty-nine percent of marketers are planning to increase their AI investment, but only 36% say their data is ready to support it. If that gap doesn't make you pause before your next GEO pitch, it should, because visibility without attribution is just vibes, and vibes don't survive budget season.
Google's AI Search Data Is Growing, But The Gaps Remain
Sixty-eight percent of Google searches now end without a click, and the gap between impressions and traffic is the AI Overview eating your CTR. The data keeps arriving, but the measurement gaps remain, and the teams that close them first will have a forecasting advantage that compounds.
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.
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.