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.
Demandbase's Advanced Reporting for Advertising: What the Embedded Looker Instance Actually Changes
Most B2B ad dashboards tell you how much you spent, not whether it moved accounts toward revenue. Demandbase's embedded Looker instance promises to close that gap, here's what the four pre-built dashboards actually do and whether they'll change your board conversations.
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 Post-Cookie Stack Audit Your CFO Will Actually Read
Forty percent of your attribution data isn't at risk, it's already gone. Here's the three-pillar architecture that separates the organizations building structural advantage from those waiting for an ecosystem that will never stabilize.
When Your Attribution Data Lies to You: What LaunchDarkly's Metadata Fix Reveals About B2B Marketing's Dirty Secret
Here's a confession that will resonate with every demand gen leader: you've probably made at least one budget decision this quarter based on garbage data. LaunchDarkly's case study reveals what happens when a sophisticated marketing team finally confronts the uncomfortable truth about UTM parameters, and the infrastructure fix that made attribution trustworthy again.
OpenAI's Business Agent Ads: The Post-Click Model Gets a Rewrite
OpenAI is testing ads that skip your landing page entirely and drop users into AI agent conversations instead. The attribution math breaks, the measurement layer doesn't exist yet, and nobody can prove it works, but the structural shift to post-click pipeline is worth understanding before you dismiss it.
Martech at a Crossroads: Privacy-First Identity, Measurement & Orchestration
Your CAC payback period is quietly determining whether you're winning or losing, and the martech stack you build in the next 12 months will decide which side you land on. Here's the privacy-first blueprint that survives both signal loss and CFO scrutiny.
How to Build a DTC Attribution Stack That Scales Past $55M
Your Meta dashboard says 4x ROAS. Shopify says 1.8x. Your CFO says neither matches the bank account. Here's how to build a three-layer attribution stack that actually survives board meetings.
OpenAI's Multi-Advertiser Test: What the CFO Needs to Know Before You Shift Budget
OpenAI's multi-advertiser ChatGPT placements look promising on paper, but the CFO math tells a different story. With attribution gaps and premium pricing, here's what you need to know before shifting budget.
Google's New AI Search Reports: What the Data Gap Means for Your Pipeline
Google's new AI Search reports show impressions but hide the clicks, leaving B2B marketers with visibility data they can't connect to pipeline. Here's how to build measurement frameworks that work despite the data gaps.