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.
Run Fewer Incrementality Tests and Get More From Them
I've watched marketing teams burn through testing budgets like they're trying to win a prize for most experiments conducted. Spoiler alert: there's no trophy, just inconclusive data and confused executives. Here's why running fewer, smarter tests will actually get you the answers that matter.
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.
Measured's MCP Server: What It Actually Means for Your Forecast
Measured just shipped an MCP server that lets you ask ChatGPT where your next marketing dollar should go, grounded in 30,000 incrementality tests. The real question isn't whether this changes the math, but whether your organization is ready to act on answers that arrive faster than your governance processes can absorb them.
The Skill That Actually Matters in Email Marketing (Hint: It's Not AI)
While 35% of companies prioritize AI skills in email marketing, the real competitive advantage lies in strategic thinking, customer understanding, and connecting campaigns to business outcomes. AI is just a tool—the quality of your thinking is what actually matters.
Reddit Ads Meets ChatGPT: The CFO-Safe Case for Subreddit Targeting
Eighty-eight percent of Reddit users made a purchase based on platform information last year, but most B2B teams can't extract actionable insights fast enough to justify the spend. New ChatGPT integrations change that equation by turning subreddit-level data into natural language queries that deliver optimization insights in seconds, not spreadsheet archaeology sessions.