I’ve seen enough and it’s time I put my money where my mouth is. Day 1 of Adobe Summit (March 17th) will be my first official day with CHEQ AI leading the Marketing products where I will make sure that organizations can pinpoint their addressable digital audience and decisively take action. There is incalculable opportunity to blow your media benchmarks out of the water, streamline conversion funnels, accommodate AI Operators, drastically improve page load speed, reach statistical significance faster with content testing, and generally make better decisions. We do this by simply identifying machines vs. humans.
The Analytics Industry is Changing
Over the past several years I’ve seen the analytics industry shift. We shifted from systems integration led sales to value-driven engagements. Honestly, it’s about time. For the longest time, many of us have warned that analytics would be perceived as a cost center. We can push content testing. Content testing works. We can train people to ask better questions. Education and evangelism works. We can leverage data science and statistical models. That works, too. There are a lot of paths to value – and each one takes time, people, and process.
Each of these tactics is also dependent on trust from your organization that you can adequately define your traffic composition; and with every step forward, a breach of trust takes you two steps backward. It’s exhausting. As company costs have been cut over the past few years, exceptionally talented analysts have lost their job because they’re fighting an uphill battle to showcase value.
I’m joining CHEQ for a lot of reasons. One is because digital marketing is fundamentally changing. Non-human traffic invalidates a significant volume of data. That solves for trust – but we’re taking things a step further. We’re enabling your marketing teams to invest more aggressively and giving you the tools to take all of those marketing analytics tactics to a new level. In short, CHEQ makes everything better – and like my work with tag management, debugging automation, and data layers, I’m so excited to get back to my roots of invention and continue to elevate the way we do our job.
Let’s talk about it this week at Adobe Summit and I’ll show you how we integrate directly into AEP so you can use CHEQ to add game-changing functionality to CJA, RTCDP, and AJO.