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.
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
Why Brand Measurement Fails CFOs (and What to Track Instead)
Brand Measurement, CFOs, and What to Track InsteadStakes & Outcome: What’s at Risk?StakesBrand budgets are on the chopping block. In 2025, only 22% of marketers prioritized brand, while 55% shifted to performance (MarTech, 2025). CFOs are not anti-brand—they’re anti-vague. If you can’t tie
GA4 Benchmarking: Why Absolute Metrics Change the Game
GA4 Benchmarking With Absolute Metrics: A New Era for MarketersIf you’ve ever tried to compare your marketing performance to the competition, you know it’s a bit like comparing your marathon time to a neighbor who runs in Crocs and stops for selfies every mile. Sure, you both finished, but are you
GA4’s Advertising Snapshot: Why Last-Click Attribution Fails in AI-Led Journeys
Stakes and Outcome: What’s at Risk with Last-Click Attribution in AI-Led JourneysIf you’re still using last-click attribution to allocate budget or defend marketing’s impact, you’re flying blind in 2026. Here’s the risk: last-click models under-credit the channels that actually create demand,
Why Attribution Is Outdated in Modern Marketing Measurement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