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 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.
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.
When Your Product Is the Marketing Funnel: What Barrière's Vitamin Patches Teach Us About Attribution in 2026
Someone asks about your tattoo. You explain it's actually a vitamin patch. Congratulations: you've just become an unpaid brand ambassador, and Barrière's marketing team has no idea how to credit you for the sale that might follow.
The End of "Trust Me, It Worked": Why Analytics Hubs Are Finally Giving CMOs the Receipts
Every CMO knows the nightmare: scrambling through spreadsheets when the board asks what marketing actually contributed to revenue. Analytics hubs are finally solving this with instant, traceable answers that connect every touchpoint to actual deals.