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.
GEO: The Marketing Discipline You're Probably Ignoring (And Shouldn't Be)
Ask ChatGPT to recommend a marketing platform and see if your brand shows up. If not, you're invisible to half your potential customers. Welcome to Generative Engine Optimization, and if you haven't built this into your strategy yet, we need to talk.
Your "Winning" Campaign Might Be Lying to You
That 4X ROAS on your dashboard? It might be a beautiful lie. I've watched marketing teams kill their best-performing campaigns because they couldn't wait for the data to mature, and the attribution window problem is why.
The Shot-by-Shot Decision: When AI Video Helps Your B2B Campaign and When It Tanks It
AI video looks polished but tanks conversions when you use it wrong. The real decision isn't 'AI or traditional', it's knowing which tool fits which shot. Here's the three-test framework that separates the marketers who get it from the ones still wondering why their beautiful footage isn't moving the needle.
Run Fewer Incrementality Tests and Get More From Them
I've watched marketing teams burn through testing budgets like they're trying to win a prize for most experiments conducted. Spoiler alert: there's no trophy, just inconclusive data and confused executives. Here's why running fewer, smarter tests will actually get you the answers that matter.
How to Do Prompt-Based Keyword Research to Show Up in AI Search
Your buyers are building their shortlists in ChatGPT before they ever touch Google. If you're still optimizing for two-word keywords, you're fighting for a shrinking slice of the pie while AI search grows 527% year-over-year. Here's how to find the actual prompts that matter.
Google Ads API v25.1: The Measurement Upgrade Your CFO Has Been Waiting For
Google's API v25.1 finally gives B2B marketers programmatic access to Brand Lift and Conversion Lift data, the incrementality metrics your CFO actually cares about. With AI Max migration dates now visible in the API, you have a narrow window to establish baselines before everything changes.
The Onboarding Paradox: You Won the Deal, Now Don't Lose the Customer
You spent six months nurturing that lead, survived three rounds of demos, and aged five years in pricing negotiations. Then you fumbled the handoff and watched them walk. Here's how to stop treating onboarding like an afterthought and start treating it like the brand-defining moment it actually is.
The 121-Lesson Bet: What Metadata's Tutorial Library Signals About Platform ROI
Metadata.io just dropped 121 screen-recorded tutorials, and that's not documentation, it's a statement about where platform adoption actually breaks down. Here's what their lesson library reveals about time-to-value and how to use it as your evaluation litmus test.
When Your Reports Stop Looking Like Hieroglyphics, Clients Actually Stay
A 14-year financial advisor calls one platform 'mission-critical' after scaling to $330 million AUM. His story reveals why technology adoption becomes a competitive moat when it solves the right problem at the right moment.