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.
iPaaS Analytics: The Integration Layer Your CFO Actually Wants to Fund
iPaaS platforms are transforming how marketing data teams build attribution infrastructure. Here's why this unsexy category is suddenly a CFO priority — and how to make the case internally.
Why Attribution Is Outdated in Modern Marketing Measurement
The Attribution Obsession: A Relic of the Past Let’s be honest: if marketing measurement were a dating app, attribution would be the guy still using his high school yearbook photo and bragging about his MySpace Top 8. Sure, he was hot stuff in 2015, but now he’s just… well, a little embarrassing. An
Why AI Browsers Like Perplexity Comet and ChatGPT Atlas Are Breaking Your Analytics (and What to Do
The Impact of AI Browsers on Web Analytics and Direct Traffic If you’ve ever tried to explain to your CEO why your Direct traffic just spiked 30% overnight, you know the feeling: it’s like being asked to account for every dollar in your kid’s college fund, only to realize half of it’s been spent on
If Growth Marketing Were a Gym, Which Metrics Would Actually Get You Fit?
Growth Marketing Metrics That Actually Drive Results Let’s be honest: if growth marketing were a gym, most of us would be the folks spending 45 minutes adjusting the treadmill settings, another 20 scrolling through fitness TikToks, and then calling it a day after a single set of bicep curls. We love
Google Analytics Adds Cost Data Imports for Meta and TikTok Ads: The End of Spreadsheet Olympics
Google Analytics Cost Data Imports for Meta and TikTok What Changed: Native Cost Data Imports for Meta and TikTok Google Analytics now lets you automatically import ad cost data from Meta (Facebook, Instagram, et al.) and TikTok. No more manual uploads, no more duct-taped connectors, no more reconci
Google Analytics Expands Benchmarking with Unnormalized Metrics: What It Means for Revenue-Obsessed
Google Analytics Unnormalized Metrics Benchmarking Explained If you’ve ever tried to compare your pipeline to a peer’s using only ratios, you know the feeling: it’s like benchmarking your marathon time against someone else’s pace per mile—without knowing if they ran 5K or the full 26.2. This week, G
The Disappearing Funnel: Marketing Analytics in the Age of LLMs
Marketing Analytics in 2025: Navigating the LLM Black Box If you want to understand the state of marketing analytics in 2025, picture this: you’re at a wedding, and the DJ has just handed over the playlist to an AI. The crowd’s requests are now filtered through a black box, and all you can do is wat
If Marketing Had a Fitbit, It’d Be Called Analytics
Marketing Analytics: The Heartbeat of Modern Marketing Let’s be honest: if marketing were a person, it’d be the one at the party wearing a smartwatch, tracking every step, heartbeat, and questionable dance move. “Did you know my engagement rate spiked right after the Macarena?” That’s marketing anal