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.
When Intent Data Stops Being a Buzzword: Qualified's $6.9M Pipeline Lesson
Here's a confession that might get my CMO card revoked: for years, I watched companies buy intent data like it was a magic potion. Then I came across Qualified's case study, and the $6.9M pipeline story underneath reveals something most intent data conversations miss entirely.
Local Customer Optimization in Performance Max: What the CFO Needs to See Before You Flip the Switch
Google's new local customer optimization for Performance Max sounds like a CAC win, but the math gets complicated fast. Before you flip the switch, here's exactly what your CFO needs to see, and the pilot structure that will actually prove the case.
Chatbot Ads Are Here, but Nobody Agrees on How to Verify Them
Ads now appear in most AI chatbot shopping responses, but verification infrastructure hasn't caught up. Here's what B2B growth teams need to measure and audit.
73% of Marketers Use GenAI. Only 6% Get Real Value. The Missing Layer Is Multiplayer.
Emily Kramer's Multiplayer Claude framework shows why shared AI infrastructure, not individual prompting skill, closes the gap between 73% adoption and 6% high performance in B2B marketing.
AI Search Visibility ROI: How to Measure What Matters (& Ignore What Doesn't)
Your brand just got mentioned in a ChatGPT answer and your analytics dashboard stayed completely silent. Welcome to the measurement problem that's keeping CMOs up at night, and the framework that actually connects AI visibility to pipeline.
The Programmatic Video Visibility Gap Your CFO Will Ask About
Less than 60% of CTV buyers can verify where their ads actually ran. That's not a measurement problem, it's a governance problem that will land on your desk the moment your CFO asks what the algorithm did with the budget.
Google's New Benchmarking Feature Gives You the Peer Comparison Your CFO Actually Wants
Your board wants competitor comparisons and you've been citing six-month-old industry reports. Google's new Ask Advisor benchmarking feature finally lets you show where you actually stand against your peer group, but only if you verify the peer group first.
Topical Gravity: Why Your Search Strategy Needs to Think Bigger Than Keywords
I spent 2024 obsessing over individual keyword rankings like fantasy football scores, completely missing the forest for the trees. The trees, it turns out, were on fire. Here's the framework that finally matches how search actually works in 2026.
Google’s new import check catches bad campaign data before your dashboard does
Google’s Campaign Data Import Validation Report helps catch missing cost, click, and impression fields before they distort cross-channel reporting.