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.
AI Attribution Is the New 'Not Provided' — and the Fix Isn't What You Think
AI-driven visits hide inside your direct and organic buckets, creating a measurement gap that mirrors Google's 2011 'not provided' crisis. Here's how to adapt.
Why 63% of Sites Fail AI Visibility Audits (and the 3 Fixes That Actually Move Pipeline)
Nearly two in three websites fail AI visibility audits. Three operational essentials—technical access, extractability, and authority signals—separate pipeline-ready audits from incomplete ones.
Your CDP Runs on Bronze-Tier Data. That's Where the ROI Went.
Most B2B SaaS teams blame activation tools for weak customer data ROI, but the real bottleneck is a missing silver data layer between raw ingestion and personalization.
51% of B2B Buyers Start in AI Chatbots. Your Website Might Be Sending Them Nothing.
Most B2B SaaS sites rank in Google but return empty HTML to AI crawlers. Here's how to fix rendering, structure, and measurement before buyers move on.
Most LinkedIn Ads Problems Start Before Campaign Manager Opens
LinkedIn captures 80% of B2B social leads but wastes a third of spend. The fix isn't inside Campaign Manager — it's the commercial system behind it.
Google's AI Search Data Is Growing, But The Gaps Remain
Sixty-eight percent of Google searches now end without a click, and the gap between impressions and traffic is the AI Overview eating your CTR. The data keeps arriving, but the measurement gaps remain, and the teams that close them first will have a forecasting advantage that compounds.
Your Best Practices May Already Be Outdated
That flawless playbook you spent years perfecting? It might be actively working against you. The ground shifted while you were busy executing, and the CMOs who are thriving aren't the ones with the best 2023 strategies, they're the ones who treat every practice as provisional.
AI Referral Traffic Grew 796% — and Still Accounts for Less Than 9% of Sessions
AI referral traffic grew 796% in B2B SaaS but still represents under 9% of sessions. Here's what the Refine Labs case study means for your content strategy.
1 Billion Users, Triple-Length Queries: What Google's AI Mode Data Means for Your Pipeline
Google's first AI Mode report shows 1B users, 3x longer queries, and 40% monthly growth in follow-ups — reshaping how B2B buyers research and shortlist vendors.