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.
1 Billion Users, Triple-Length Queries: What Google's AI Mode Data Means for Your Pipeline
Google's first AI Mode report shows 1B users, 3x longer queries, and 40% monthly growth in follow-ups — reshaping how B2B buyers research and shortlist vendors.
Lars Maat: The Operator Voice B2B Marketing Needs Right Now
Lars Maat runs a 30-person agency, co-founded a paid social training community, and still logs into ad accounts weekly. For CMOs navigating AI search and channel convergence, he's that rare thing: an operator who publishes with enough specificity to actually be useful.
Most B2B Brands Rank for Thousands of Keywords and Get Cited in 3% of AI Answers
Enterprise B2B brands rank for thousands of keywords yet appear in only 3% of AI Overviews, creating a distribution gap that traditional SEO metrics miss entirely.
Your Campaign Post-Mortem Takes Half a Day. Here's How AI Cuts It to 90 Minutes.
AI can compress a campaign post-mortem from half a day to 90 minutes by automating data assembly and pattern detection while humans retain strategic judgment.
Your Analytics Got Faster. The Budget Went to Defending the Numbers.
AI made fast analytics answers free, but verification and data trust now consume the budget. Here's how to measure and reduce your real cost-per-trusted-answer.
Broad Targeting Burns Series A Runway. Here's the Math.
Broad targeting inflates CAC and weakens the unit economics Series A investors scrutinize. Here's how to tighten targeting in one sprint and protect your runway.
Your Ad Platforms Are Double-Counting Conversions. Here's How to Find the Truth.
Platform dashboards double-count conversions and waste up to 26% of ad budgets. Build a manual baseline, de-duplicate, and run incrementality tests to find what actually drives pipeline.
The Structural Shift Hiding Behind the AI Headlines
Everyone's obsessing over AI features while the real martech revolution is happening at the data layer. Cloud warehouses are becoming the new center of gravity, and if your stack architecture doesn't reflect that shift, you're paying twice for the same customer data.
The Conversion Counting Problem Nobody Wants to Model
Your Meta dashboard shows 50 conversions, Google claims 32, and your CRM logged 42 actual sales. Three numbers, zero agreement, and spoiler: everyone's numbers are right by their own rules. The question is whether you've built a model that reconciles them.