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 Measurement Illusion: Why Social Media's Ad Dominance Is a $275 Billion Confidence Game
Social networks grab 27.7% of US ad spend while commanding just 12.5% of media time. That asymmetry isn't about performance, it's about measurement confidence, and it's leaving billions on the table for brands that can't tell the difference between attribution theater and actual incrementality.
Your AI Search Dashboard Is Lying to You
That 40% traffic drop has your boardroom in panic mode, but here's the twist: you might be winning the old game while losing the new one entirely. When AI Overviews appear on nearly half of all Google searches and crater click-through rates by 61%, your measurement stack isn't lying, it's just not telling you the truth that matters.
Your AI Visibility Dashboard Is Lying to You
That 12-point lead over your competitor in ChatGPT citations? It might be the statistical equivalent of flipping a coin three times and declaring yourself a probability genius. New research quantifies what many suspected: AI visibility metrics are snapshots of a moving target, not fixed competitive intelligence.
Your Channel ROI Might Be a Settings Artifact
Before you panic about that 18% organic search collapse, check your GA4 Admin panel. That dramatic channel shift might just be a settings toggle rewriting your executive dashboard, not an actual market signal.
Fix Your KPI Blind Spots: How To Tie AI Search To Performance
Your dashboard says organic traffic is down 18%, but you're looking at the wrong scoreboard. With 65% of searches ending without clicks and AI citations driving brand recall, it's time to measure what actually matters in the age of zero-click search.
When ChatGPT Forgot Semrush Existed: A Case Study in AI Visibility
Semrush launched AI visibility tools, then discovered ChatGPT was recommending every competitor except them. The disconnect between being cited and being recommended reveals the marketing measurement problem of 2026.
When 93% Account Reach Meets 100 Closed-Won Deals: What Total Expert's ABM Results Actually Tell Us
Most ABM programs die in the gap between impressive reach metrics and actual closed deals. Total Expert's case study bridges that gap with 93% account reach and 100 closed-won deals—here's the unglamorous framework that made it possible.