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.
The Ad Spend Outlook Is Looking Up; Google Brings AI to MMM
Seventy-five percent of algorithm-driven ad spend by 2028, and your measurement stack probably can't explain what any of it actually caused. Here's why Google's Meridian GeoX might be the calibration play that finally gets Finance to trust your numbers.
The Measurement Illusion: Why Social Media's Ad Dominance Is a $275 Billion Confidence Game
Social networks grab 27.7% of US ad spend while commanding just 12.5% of media time. That asymmetry isn't about performance, it's about measurement confidence, and it's leaving billions on the table for brands that can't tell the difference between attribution theater and actual incrementality.
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.