Marketing, Data & AI Engineering
I design and build measurement, data and AI systems — from tracking and attribution to automation and practical tools.
Selected work / 02 cases
Service Points / Marketing data & attribution
An owned warehouse connecting web, app and marketing — with custom attribution and first-party activation.
SQL · Dataform · First-party activation
Flashbook / Applied AI & automation
An end-to-end AI workflow for book summaries that retain Flashbook’s editorial voice.
Content preparation · Hierarchical summarization · Editorial refinement
Capabilities / 04 areas
From a measurement problem to an internal tool: I define the scope, build the system and hand it over to your team.
Can you trust your marketing numbers? I design tracking and conversion measurement with consent-aware data collection, so teams can see what works and where the gaps are.
GA4 · GTM · Server-side tagging · Conversion tracking
Which channels and customers create value? I connect marketing, CRM and transaction data into reliable models and dashboards, with attribution, marketing mix modeling and customer value analysis.
Connected data · Attribution · MMM · Customer value
How do you put customer data to work? I make segments usable in campaigns, connect systems and automate recurring marketing processes, with clear checks and a practical handover.
Data activation · API integrations · Workflow automation
How can your team make better use of its data? I build conversational analytics, AI workflows and practical interfaces — from a focused prototype to a working product.
Conversational analytics · AI workflows · Interfaces & prototypes
About Laurens
I’m a Marketing, Data & AI Engineer. I work with teams to understand the business question, then build the measurement, data and software behind the answer.
At Springbok, I build data platforms, measurement systems and AI workflows across retail, nonprofits and e-commerce. Through Somm Works, I bring that same hands-on approach to freelance projects, from defining the scope to shipping and handing over the system.
Outside client work, I’m building Toast Club, a wine discovery product. Wine is a personal interest and a place to explore product ideas: how people discover, remember and make sense of what they enjoy.
Google Cloud Professional ML Engineer
MSc Data Science & Society · Tilburg University
Cum laude · Best Thesis AwardWSET Levels 1, 2 & 3
Let’s talk
Have a concrete question, a project in mind or a system that needs a fresh pair of eyes? Tell me a little about it.
Book an introductory callOr get in touch directly.