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.
41% of Your Keywords Are Bleeding Volume. Here's Where the Clicks Went.
Analysis of 1M tracked keywords shows 41% lost over 15% volume as AI absorbs informational queries, reshaping where demand gen teams find top-of-funnel clicks.
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.
Vercel replaced 9 SDRs with a $5,000 agent. Here's what that actually means for your GTM stack.
Vercel replaced 9 of 10 inbound SDRs with an AI agent costing $5,000 a year. Here's how they built it, the prerequisites most teams skip, and what to measure first.
The Eval Gate and the Retirement Loop: How Marketing Teams Actually Ship Claude Skills
Marketing teams struggle to roll out Claude skills because they skip eval gates and retirement loops. Here's the workflow pattern that actually compounds.
Your SEO Tool's Authority Score Isn't Google's Score. Google Just Said So.
Google says third-party SEO tools lack access to its internal metrics. Here's how marketing ops should restructure SEO measurement around first-party data and pipeline.
41% of B2B Teams Use Multi-Touch Attribution. Only 18% Trust It.
MTA adoption doubled but trust didn't follow. Here's a practical measurement portfolio for B2B attribution that ties to pipeline and revenue in 2026.
88% of Companies Use AI. Only 12% Built a System. That's the Whole Problem.
Almost everyone bought the gym membership, but barely anyone is showing up to actually work out. The 88/12 split isn't a technology gap, it's an execution gap, a strategy gap, a leadership gap. Here's how to stop celebrating pilots and start building systems that actually compound.
The CFO Conversation Nobody Wants to Have (And How HubSpot Cracked It)
Fifty million impressions a month. Seventy people. Seventeen YouTube channels. And yet the most interesting thing HubSpot's VP of Content said wasn't about scale, it was about the question every content marketer dreads: 'How do I explain this to my CFO?'
Get Started with Data Enrichment: A CFO-Safe Playbook for Marketing Leaders
Your CRM is rotting at 22.5% per year, and if you're forecasting pipeline on data that decays faster than your sales cycle, you're forecasting fiction. Here's how to build a data enrichment program that Finance will actually approve, complete with a two-week pilot design and the math that gets budget.