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.
Not Everyone in Marketing Should Be an AI Builder
Your brand strategist is debugging a custom GPT at 11 p.m. instead of doing what she's actually good at. We're rewarding the act of building, not the outcome of building well, and that's a problem.
Your Summer Reading List Won't Save You (But These 5 Books Might Help)
Google's biggest search redesign in 25 years is already hitting your traffic dashboards, and most marketing leaders are treating it like a technical problem their team "handles." Here's why understanding the corporate chaos behind these changes matters more than any tactical SEO adjustment.
Your Attribution Dashboard Is Lying to You by About 24 Points
Most marketing teams trust their attribution reports like pilots trust altimeters, but the gap between what your dashboard claims and what actually happened is large enough to blow your CAC payback model. The 24-point delta between attributed conversions and incremental lift isn't just a measurement curiosity—it's a capital allocation problem that's systematically distorting your budget decisions.