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.
Your AI Buyer Persona Knows Everything Except How to Buy
Your synthetic audience tool can simulate 10,000 IT decision-makers in an hour, but it has no idea whether any of them would actually sign a contract. The gap isn't technical, it's psychological, and it's costing you deals.
ChatGPT Ads Just Got a Self-Serve Dashboard. Here's What the Math Looks Like.
OpenAI's new self-serve Ads Manager is rolling out globally, and the unit economics question is the only one that matters. Here's how to model the pilot, set your kill thresholds, and figure out if this channel belongs in your mix before CPCs climb to Google-level pain.
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.
Gemini Just Changed the Rules: What B2B Marketers Need to Know About Google's Answer Engine
Sixty percent of Google searches now end without a click, and your beautifully ranked content might be invisible. Welcome to the Gemini era, where AI answers questions before prospects ever see your website. Here's how to make sure you're part of the conversation.
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.
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.
The Cross-Platform Measurement Problem Nobody Wants to Solve
You're staring at three dashboards and each platform is taking credit for revenue that doesn't mathematically exist. Welcome to the measurement problem that keeps B2B marketers up at night, and here's how to actually fix it.
From Campaigns to Revenue: Rebuilding the B2B Digital Experience
Eighty percent of B2B deals are won before your SDR even picks up the phone. If that doesn't make you question your entire campaign calendar, I don't know what will. The game has changed, and most teams are still playing by rules that no longer exist.
Google Ends API Support for New Smart Campaigns: What B2B Teams Need to Know Before the Cutoff
Google's killing API support for new Smart Campaigns, and if your B2B team relies on programmatic provisioning, you've got homework to do. The migration to Performance Max or AI Max isn't optional, but it's also your chance to finally fix that lead quality problem you've been ignoring.