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 Known Buyer Is Back, and Your Data Strategy Needs to Catch Up
94% of B2B buyers are using AI tools right now, and every time they ask ChatGPT instead of clicking your landing pages, they vanish from your tracking. The known buyer is returning, but only for marketers willing to actually know them.
The Attribution Reckoning: How Enterprises Actually Measure Marketing Automation ROI in 2026
Seventy-five percent of companies now use multi-touch attribution, yet most still can't explain which campaigns actually drove revenue. The gap between 'we have an attribution model' and 'we trust our attribution model' has never been wider, and the enterprises winning in 2026 are the ones honest enough to admit what they can and can't prove.
When Attribution Looks More Precise Than the Data Behind It
Your attribution dashboard just told you paid search drove 40% of conversions. The chart is clean, the percentages add up. There's just one problem: it can't answer the question that actually matters, how many of those conversions would have happened anyway?
Your 2027 CTV Budget Needs Evidence Now
Walk into your next budget meeting and tell the CFO your connected TV campaign delivered 'really solid reach.' That micro-expression on their face? That's exactly why you need to start building your CTV measurement infrastructure today, not when 2027 planning is already half-baked.
Google's Local Customer Optimization: What the Math Says About Reaching Buyers at the Curb
Google's new Local Customer Optimization feature doesn't optimize for clicks or conversions, it optimizes for people already navigating to your location. The math either works for your business or it doesn't, and I've got the pilot framework to help you find out.
The CFO's Martech Reckoning: What Actually Survives 2026
More than half of every martech dollar you spent last year generated zero measurable return. Here's the utilization audit framework that identifies your cut list before your CFO does, and what actually survives the next 18 months of budget scrutiny.
The AI Paradox in B2B Marketing: Everyone's Using It, Few Are Winning
Ninety-six percent of B2B marketers now use AI, yet fewer than 40% report actual performance improvements. That 56-point gap? That's where the next generation of marketing leaders will be made, and I've got the data to show you exactly where the winners are placing their bets.
Which LinkedIn Campaign Analytics Tool Fits Your B2B Team: DemandSense vs Factors.ai vs HockeyStack
Your LinkedIn attribution story falls apart because native tools track 30-day windows while your deals take 192 days. Here's how DemandSense, Factors.ai, and HockeyStack approach the problem differently, and which one actually survives CFO scrutiny.
The End of Campaign Chaos: Why Full-Funnel Orchestration Is the Only Game Left
I've watched my own team accidentally compete with sales for the same account's attention. Marketing sends a consideration-stage email on Tuesday, sales fires off awareness-level cold outreach on Wednesday, and by Thursday the prospect thinks we're either disorganized or desperate. Here's why coordinated full-funnel orchestration isn't optional anymore, it's the operating system for B2B marketing in 2026.