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.
Profound vs. Scrunch AI for AEO ROI: The Real Comparison Starts With Attribution
AEO is colliding with marketing automation in 2026—and that changes what ROI even means when you compare tools like Profound and Scrunch AI. The real difference isn't in features; it's in whether the tool can survive contact with your attribution system.
How to Choose the Best Google Analytics Audit Agency (Without Losing Your Mind or Your Budget)
Your CFO is asking why marketing shows 47% more conversions than actual sales, and your team is exchanging those “please don’t ask me” glances. Here’s how to find a GA4 audit agency that actually fixes the problem instead of just documenting it.
The Measurement Problem Nobody Wants to Talk About (But Every CMO Should)
Here’s a confession that might get my CMO card revoked: I’ve celebrated marketing pipeline numbers that were about as reliable as next month’s weather forecast. In 2026, it’s time for an honest conversation about what measurement actually matters.
Startup Analytics: The CFO-Safe Framework for Turning Metrics Into Revenue Decisions
Every board meeting, someone asks “How do we know this is working?” If your answer involves hand-waving about brand awareness, you’ve already lost the CFO. Here’s the framework that makes analytics board-ready, not just marketing-pretty.
iPaaS Analytics: The Integration Layer Your CFO Actually Wants to Fund
Most marketing teams are drowning in data but starving for insight, spending days reconciling spreadsheets instead of optimizing spend. iPaaS analytics transforms your integration layer from expensive middleware into a revenue operations control plane that your CFO will actually want to fund.
Why “More Leads” Is the Wrong KPI in 2026
Every board deck celebrates lead volume while pipeline velocity flatlines and CAC payback stretches past eighteen months. In 2026, “more leads” isn’t a growth strategy—it’s a cost center masquerading as progress.
Revenue Attribution Models: The Board-Grade Playbook for Operators
Stakes & Outcome: Why Attribution Is a Board Issue, Not a Marketing ToyIf you can’t prove which channels drive revenue, you’re not running marketing—you’re running a cost center. In 2026, B2B buying cycles average 27 touchpoints per deal (Forrester, 2025). The average buying group is 6–10
B2B Intent Data: A CFO-Safe Framework for Separating Signal from Noise
Intent data has gone from niche tool to mainstream marketing budget item in three years. Most companies are using it wrong. Here's a framework that separates genuine signal from expensive noise.
Revenue Attribution Models: Board-Grade Clarity for Operators Who Live and Die by the Forecast
Revenue Attribution Models: Board-Grade Clarity for OperatorsStakes & Outcome: Why Attribution Models Matter NowWhat’s at risk: If you can’t prove which marketing and sales activities drive revenue, you’re flying blind. Budget gets cut, CAC payback slips, and the board starts asking why