Fourteen years ago, Angus Growney realised he could game his own attribution model. He's spent every year since chasing numbers he can actually trust.
That hunt is what brought Angus Growney toBared, the podiatrist-founded Melbourne footwear brand where he leads performance marketing across a business that now does roughly 70% of its trade online and is expanding into the US and New Zealand. Alongside him is Zach Rego, Chief Revenue Officer at Triple Whale, who joined in 2022 as it launched the first-party pixel built to stitch conflicting platform numbers into one customer journey. Zach now calls Triple Whale the AI operating system for ecommerce, with more than 60,000 brands on it. Nathan recently onboarded Triple Whale for a client himself, so he brings his own reactions to the platform along the way. This isn't a story about finally cracking attribution. It's about what happens once you trust your data, when the work shifts from understanding the numbers, to making the decisions, to letting AI take the action.
Today, we're discussing:
Why trusting the data is harder than building the report, and the three months Bared spent in the warehouse before switching Triple Whale on.
How Angus runs Australia, the US and New Zealand off one collated view, and the numbers he makes decisions on each week.
What Triple Whale's first-party pixel and Moby actually do, explained plainly by Zach Rego. Inside True Classic running its entire Meta budget through Moby with no human in the loop, guided by a ten-page rules file.
The PMax debate an AI settled, and why taking the opinion out of the room led to the right call.Where to draw the line on AI autonomy: Copilot, Autopilot and guardrails, and what to automate versus keep human.
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