Building the smart data platform at Triple Whale
Joined July 2012
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AJ Orbach 🐳 retweeted
Spot on, really cool what we're seeing so far at @AploGroup running AMB from @triplewhale with some of our brands. Exciting times.
AJ Orbach 🐳 retweeted
Video ads? At this point Moby is just showing off.
triplewhale.com/moby-ugc?utm…
AJ Orbach 🐳 retweeted
Some competitors are emailing our customers...mostly lies. So I read the receipts on camera.
Then Moby edited the video: blur, stamps, stats, end card. No editor. No timeline. Literally one prompt.
Moby is the best video agent in the world. If you can describe it, Moby can make it.
He could even make me seem excited in this video if I wanted, but I prefer authenticity.
AJ Orbach 🐳 retweeted
I’ve been building a semantic layer for Moby at Triple Whale. One thing this work has made me think about: an accurate table description can still leave an AI choosing the wrong table. Knowing what’s in a table isn’t the same as knowing when to use it.
AJ Orbach 🐳 retweeted
I had a call with @AY_Orbach last week after what felt like years.
If you think Triplewhale is just for attribution you have noooo idea what they're really cooking.
Today, the @triplewhale brand catches up to everything we’ve become.
But let me tell you how we got here.
Triple Whale is the byproduct of a Google Sheet I was sick and tired of updating.
Every day while running an ecommerce business, I’d ask the same question:
What’s happening in my business, and what should I do today?
Getting to the answer was infuriating.
I wanted one place, ideally on my phone, that showed me the numbers that mattered. So I went to @AY_Orbach and @IvanChernykh4, and we started building.
The first version wasn’t beautiful and it definitely wasn’t part of some master plan. But it solved our problem.
We gave that version to roughly 50 ecom operators.
And they kept coming back.
That was the first signal that our problem wasn’t just ours.
Then iOS updates changed the market. Brands needed measurement they could trust.
That pushed us to build the Triple Pixel and become a much deeper data and attribution platform.
Eventually, we hit the next limitation: Seeing what happened isn’t the same as knowing what to do next.
That realization led us to Moby.
Intelligence itself stopped being the hard part. Every operator now has access to AI models that get smarter every day.
What's missing is a harness for it. A tool that knows your data, your workflows, your business, and can act instead of just answering questions.
That is the entire thesis behind Moby and how Triple Whale became the AI operating system for commerce.
I spent this past week looking back at our old spreadsheets, wireframes, and “team” photos.
The evolution feels enormous.
My take on why now and what’s next 👉 triplewhale.com/blog/triple-…
AJ Orbach 🐳 retweeted
Let me tell you about a wild day…
6am I hear Farmer Chris, who helps us run our 3 acre suburban farm, outside yelling up to me.
Huge storm. Complete pandemonium. Water rising fast and the barn is basically underwater.
I run outside and Chris and I start grabbing horses and goats and moving everyone into the garage while we try to figure out what the heck to do.
Meanwhile the kids are shuffling out the door for their first day of school like this is all totally normal.
A few hours later I’m on calls talking AI, e-commerce, scaling brands, partnerships, the future of Triple Whale, and trying to drive an AI transformation internally and for our clients.
And now I’m back home. Homestead cleaned up. Animals are back where they belong. Water has receded. Kids are asleep.
Flooded barn → horses and goats in the garage → first day of school → AI, e-commerce, Triple Whale → back to the farm.
What a day.
Tomorrow is Shabbos. Good timing.
AJ Orbach 🐳 retweeted
Been testing / using Moby 2 for a few weeks now… nothing like this has existed in ecommerce. Imagine Claude with the full context of your entire business
Automate tasks
Build interactive dashboards
Identify opportunities
They’re just scratch on the surface too — @AY_Orbach , @aryehMaxx way to go guys.
#NOTsponsored — longtime customer.
We tried to record a normal AI launch video for this. And then we realized…
The best way to showcase Moby 2 is just to let you have it.
Because I genuinely think it’s the best product we’ve ever built at Triple Whale.
It’s a DTC operator’s dream — a proactive agent that works for you.
It can:
- Monitor your ads and improve them
- Launch and optimize campaigns
- Run your Klaviyo flows
- Generate creatives (images + video)
The whole reason we founded Triple Whale was simple:
1. Get all your data in one place
2. Give you clarity
3. Help you automate and scale
Moby 2 is the first time it really feels like we got there.
Next week, we’ll onboard the first cohort of users and then expand as quickly as we can.
But I cannot wait to get it in your hands.
Request early access now → triplewhale.com/moby-2
AJ Orbach 🐳 retweeted
We will be able to fix these three things!
I've been testing GPT-5.4 for the last week.
In short, it is the best model in the world, by far.
It's so good that it's the first model that makes the “which model should I use?” conversation feel almost over.
The biggest surprise: I barely use Pro anymore!
If you know me, you know I'm a Pro addict. I reach for Pro models constantly, and use them for almost everything, as they just... nail almost anything I give to them.
For the first time, 5.4's standard version, with heavy thinking, just broke that habit.
Even in standard mode, GPT-5.4 is better than previous models in Pro mode... crazy!
Coding capabilities are ridiculous... it's essentially flawless. Inside Codex, it's insanely reliable. Coding is essentially solved. There's not much more to say on this, it's just THAT good.
The Pro version is near-perfect. Other testers I spoke with saw it solving problems that were unsolvable by any other model. At this point, Pro is overkill for almost every normal use-case, but when you really need the power to do something extremely difficult, it's incredible.
Consistent with everything I've said above, even the standard thinking version uses fewer reasoning tokens than previous models to get the same level of results. In practice, this means you get great results much faster than before. This was one of my biggest gripes with previous OpenAI models. They just took too long to complete simple tasks. Assuming the speed we had during testing holds up as more users join, this is going to be a big win for OpenAI.
It still has weaknesses, though:
- Frontend taste is FAR behind Opus 4.6 and Gemini 3.1 Pro. , why is this so hard to fix? @OpenAI once you fix this, there's literally no reason for me to use any other model. Please please please do it!
- It can still miss obvious real-world context. For example, I had it plan an itinerary for a trip. At first glance, it looked perfect, but it failed to take into account that it chose locations that would be mobbed by spring breakers, so I had to re-run the prompt from scratch with more context.
- When testing it inside OpenClaw, it kept stopping short before finishing tasks. I'm assuming this will be fixed quickly, but it's still worth noting.
But zooming out:
This thing is so far ahead overall that the nitpicks are starting to feel beside the point.
GPT-5.4 is a serious fucking model.
The best model in the world.
By far.
AJ Orbach 🐳 retweeted
I've been asking $100m+ company execs one question:
"What is the #1 thing slowing/stopping your company's AI transformation?"
A non-exhaustive list of responses:
1) Data quality and connectivity of systems. Plus systems that play nice with AI.
2) Lack of leadership buy-in and implementation
3) Data governance restrictions.
4) Willingness of staff to adopt AI.
5) Incurious culture. Lack of knowledge of the current state of AI
6) Tooling doesn't have API access; team is still learning how to use LLMs.
7) Industry regulation/privacy.
8) Data quality and lack of a comprehensive AI system across the full company.
9) Unclear ownership across teams.
10) Time to actually build solutions.
11) Mixed AI literacy levels across teams.
12) No clear strategy / I'm starting the initiative from scratch.
13) Quality output.
14) Upskilling developers.
15) Silos.
16) Data Security and Security Guideline unclear.
17) Lack of training.
18) Data quality is unclear across multi-product teams.
19) Time.
What would your answer be to this question?
AJ Orbach 🐳 retweeted
Triple Whale brands generated 424,262 orders from LLM referrals last quarter.
In all of 2024, that number was 7,152.
That’s 59x growth in a year and honestly, it’s still undercounted.
When we looked at post-purchase surveys, 2.5–3x more orders were clearly AI-influenced but never touched a trackable link.
So even if AI isn’t driving half your revenue yet, the trajectory is obvious.
Here’s my advice to brands watching this unfold:
Build visibility before it’s crowded.
That’s why we acquired Anteater and why we’re bringing AI Visibility into Triple Whale today.
For the first time, brands can see how AI models actually perceive them and connect that visibility to real revenue.
This isn’t a new SEO trick or a side dashboard.
AI visibility is the control layer for how modern ecommerce discovery works.
And Triple Whale is helping brands master it.
AJ Orbach 🐳 retweeted
Handy custom report we have been running in triple whale…
Go into triple whale and build a custom dashboard with Moby.
Goal is to find your Contribution Margins and MER/Adspend per region. It breaks down the reporting so you can have clearer data on how different regions are performing, rather than having grouped data.
“I want to create custom reporting per region to establish contribution margins and MER/ROAS per region.
Then define your regions ie: EUROPE, UK, USA/CANADA, AUS/NZ etc
Calculate me the following:
Revenue per region
Revenue - COGS - Shipping Costs - Fees: CM2
COGS per region
Shipping Costs Per Region
Revenue - COGS - Shipping Costs - Fees - Advertising Expenses: CM3
Ad spend per region to find MER and ROAS.
Report this in a table".
Tweak and optimise as you like.
AJ Orbach 🐳 retweeted
I Am a Proud Jewish Canadian.
This Is What Has Changed.
Harley Finkelstein: Canadian Jews are being targeted simply because they are Jewish nationalpost.com/opinion/can…
