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.
Half Your Daily AI Search Users Click Through. The Other Half? They're Not Who You Think.
Daily AI search users click through to sources at 3.5x the rate of casual users, and they're your actual buyers. While everyone panics about AI killing traffic, the data reveals something better: AI is sorting your audience, separating serious researchers from casual browsers.
Fix Your KPI Blind Spots: How To Tie AI Search To Performance
Your dashboard says organic traffic is down 18%, but you're looking at the wrong scoreboard. With 65% of searches ending without clicks and AI citations driving brand recall, it's time to measure what actually matters in the age of zero-click search.
How to Build Topical Authority in the AI Search Era (7 Steps)
Great Jones makes gorgeous Dutch ovens that Vogue and Bon Appétit love, yet ChatGPT won't recommend them. It's not a quality problem, it's a pattern problem, and it's why your B2B content strategy needs a complete overhaul for the AI search era.
Google Gives Sites AI Search Opt-Out, But Not The Data To Use It
Google just gave publishers an AI search opt-out toggle, but without the click data needed to make an informed decision. You get impressions, not the one metric that matters for forecasting revenue, like jumping with a parachute but no altimeter.
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.
The Content Formats AI Actually Cites (And Why Your Best Blog Posts Might Be Invisible)
Your best content might be invisible to AI search engines that now appear in 50% of queries. Here's what formats actually get cited and why your narrative-driven blog posts are getting skipped entirely.
Google's Product Feed Strategy Points to the Future of Retail Discovery – And Most Marketing Teams Are Measuring It Wrong
Google's treating product feeds as infrastructure, not just Shopping campaign inputs – and most marketing teams are still measuring success with 2019 scorecards. The companies that get this shift are capturing visibility across AI search, YouTube, and visual discovery while competitors focus on single-campaign ROAS.