Aegance Offscript Podcast #76 - Maaten

In this episode of The Aegance Offscript Podcast, we sit down with Stephan van Wyk, Co-Founder & Head of Tech of Maaten, a campaign data structure company helping marketing teams standardise campaign data at the source so reporting, optimisation, and AI-driven insight can become more reliable. Stephan shares how Maaten evolved from Measurebyte, a marketing measurement consultancy, into a product-led company focused on campaign data standards, AI-enabled workflows, and better digital marketing decisions. We discuss why campaign naming conventions, metadata, and clean data foundations matter more than most teams realise. We also explore: Why AI needs better data standards to be useful The shift from dashboards to conversational campaign insight AI as a marketing co-pilot, not a black box The challenge of selling a foundational product in a noisy market Lessons from building, pivoting, and finding product-market fit Whether you’re a founder, marketing leader, agency operator, or data-driven strategist, this conversation offers sharp insights into how AI, structure, and better decision-making are reshaping the future of digital marketing. 🔔 Don’t forget to like, comment, and subscribe for more unfiltered conversations with industry leaders. Follow Aegance: 🌐 Website: www.aegance.com 💼 LinkedIn: www.linkedin.com/company/aegance 🐦 Twitter/X: @weareaegance Connect with Stephan van Wyk & Maaten: 🌐 Website: https://www.maaten.com 💼 LinkedIn: www.linkedin.com/in/stephan-van-wyk/ & www.linkedin.com/company/maaten/ #AeganceOffscript #Maaten #AIInMarketing #MarketingTechnology #DataStandards #DecisionIntelligence #DigitalMarketing #MarketingAnalytics #FounderStories #AITransformation