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.
Lost in Translation: Why Content and Data Teams Can't Speak the Same Language
I've watched brilliant campaigns die in meetings where content strategists say 'high-intent prospects' and data teams ask 'what does that mean in trackable behaviors?' The silence that follows is where marketing goes to die. Here's how to build the translation layer that saves it.
Google Ads API v25.1: The Measurement Upgrade Your CFO Has Been Waiting For
Google's API v25.1 finally gives B2B marketers programmatic access to Brand Lift and Conversion Lift data, the incrementality metrics your CFO actually cares about. With AI Max migration dates now visible in the API, you have a narrow window to establish baselines before everything changes.
The First Martech Category AI Actually Killed
Your sales rep is on a call, a competitor comes up, and they don't open your carefully crafted battlecard, they open Claude. Welcome to the first confirmed casualty of AI disruption in martech, and it won't be the last.
Google's New Benchmarking Feature Gives You the Peer Comparison Your CFO Actually Wants
Your board wants competitor comparisons and you've been citing six-month-old industry reports. Google's new Ask Advisor benchmarking feature finally lets you show where you actually stand against your peer group, but only if you verify the peer group first.
Google Now Reports AI Search Impressions. Here's How To Read Them
Google finally shipped AI impression data in Search Console, but the report is missing clicks, queries, and everything else that matters for revenue attribution. Here's how to extract signal from the noise, and a two-week pilot plan to figure out if it's worth your time.
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.
Your Metrics Just Jumped. Your Performance Didn't.
Google's June 15 update made your Performance Max reports look incredible overnight. But before you take a victory lap, you should know: nothing actually improved. Here's what really changed and why it matters for your next board deck.
Build a Live Data Stack With MCP for Smarter Campaign Performance
Your AI is running on stale fuel, exporting CSVs, pasting into Claude, and acting on data that's already three days old. There's a three-layer stack that changes this fundamentally, and it's the difference between AI as a novelty and AI as infrastructure your CFO will actually fund.
AI in Performance Marketing: From Data to Optimization
Most marketing teams are drowning in data but starving for decisions. AI promises to fix this, but separating the math from the marketing requires understanding where optimization actually works versus where it's just vendor theater.