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.
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.
The Cannes Lions Lesson Every Creative AI Initiative Needs
Cannes Lions just drew a line in the sand that most marketing teams haven't noticed yet. The festival's new AI Craft Lions asks a question that separates teams who will thrive with AI from those wondering why their campaigns feel forgettable: Did AI actually make your idea stronger, or did you just use it because everyone's using it?
AEO Revenue Playbook: 3 Plays to Convert AI Visibility Into Pipeline
Your brand might be showing up in AI responses, but is that visibility actually turning into pipeline? Here's the playbook the teams winning right now are running, and it has nothing to do with share of voice dashboards.
Consumers Are Ready for AI. Your Brand Probably Isn't.
79% of consumers will switch to a competitor that responds faster, yet only 36% of brands deliver within the one-hour window buyers now expect. The gap between consumer AI adoption and brand readiness isn't just a technology problem, it's a revenue leak happening in real time.
The 15% AI Budget That 70% of CMOs Aren't Ready to Spend
Seventy percent of CMOs say AI leadership is critical for 2026, yet the same percentage admits they're not ready to scale AI effectively. We're pouring 15.3% of budgets into AI while lacking the foundations to make it work, like buying a Ferrari before learning to drive stick.
Gopuff's Composable CDP Bet: What Instant Commerce Teaches Us About Data Activation
Gopuff's AI-powered shopping assistant predicts what customers want before they open the app, delivering sub-second personalization through warehouse-native data activation. Their composable CDP approach offers a concrete case study in what real-time data activation looks like when stakes are measured in minutes, not days.
The 6% Problem: Why Your AI Marketing Stack Isn't Delivering
80% of marketing teams feel AI pressure, but only 6% have actually embedded it into daily workflows. The gap isn't about tools, it's about data foundations that most teams are building on duct tape and wishful thinking.
Nobody Knows How Visible Your Brand Is in AI Search. That's Actually Fine.
Every AI visibility number on your dashboard is an educated guess at best, built on probabilistic estimates rather than actual data. But once you stop fighting that reality and accept the uncertainty, you can actually start making smarter decisions about measuring what matters.
Orchestrating CTV, Audio, Direct Mail, and Events Into a Single Pipeline Engine
Most B2B teams run CTV, audio, direct mail, and events as separate cost centers with separate dashboards. The math shows each channel works—but the real question is whether they work together or you're just paying for redundant reach and fragmented attribution.