Teammates needed more than another dashboard
Jason Carrigan, Chief Digital Officer at CIMA Animal Health, had spent years looking for a better way to help marketing teams act on their data. The platforms he evaluated still required someone to analyze the dashboards, translate the numbers into action, and then actually execute a required change. The issue has always been that too much translation has been required between an analyst, a digital marketer, and a brand marketer. If iterations are required to refine an idea before the campaign window, the cycle starts all over again.
When he joined CIMA, that challenge extended across a portfolio of animal health companies. CIMA’s marketplaces, including PetStore Direct, Revival Animal Health, and Med-Vet International, served groomers, breeders, shelters, and veterinary professionals. Each marketplace carried thousands of products, and each team needed to know which products were gaining or losing sales and which to feature in upcoming campaigns.
Teams within each marketplace often brought firsthand experience in breeding and grooming, knew what their customers needed, and could explain the product’s value. But answering questions about which campaigns were working meant digging into ad-channel data, Shopify reports, and analysis outside their expertise.
Jason needed a way for those teams to get useful answers quickly, without taking on a second job as technical analysts. He wanted the people who understood the products and customers to use the business data themselves and act on what they learned while there was still enough time to adjust the next campaign.
“To make a measurement platform actionable, you had to have somebody studying different views of the data and different trends. The way marketing teams are constructed these days, there’s very little bandwidth for that kind of analytics function inside a business.”
Building a way of work that could scale
At CIMA, answering one team’s question was only part of Jason’s challenge. Each marketplace carried thousands of products, making it impractical to review performance item by item before deciding what to promote. Repeating that analysis across businesses would place more demands on limited resources.
Jason’s goal was to build a digital capability that could support the entire portfolio. He needed a shared foundation that each team could use for its own decisions, without creating a separate reporting process or relying on a specialist every time a new question came up.
“If you have thousands of SKUs, you can’t just create a trend report on each SKU to figure out what’s going up and what’s going down. You need ways to rationalize that large catalog and generate marketing insights.”
Discovering what Moby AI could do for CIMA
Triple Whale was already in place when Jason joined CIMA. He had looked at the platform roughly two years earlier, but working with Triple Whale’s Customer Success team gave him a chance to explore how the platform evolved. During a demo, he discovered Moby, Triple Whale’s AI teammate for commerce.
Why building his own AI tools helped Jason see Moby’s potential
Jason had previously built custom applications using Claude connectors to query multiple data sources and derive insights. But it wasn’t scalable across a large organization. Bringing his team into that workflow would mean walking each marketer through setup, connecting their data, and explaining what the tools could change. The setup also limited them to a single AI provider, preventing them from using the best tool for each task.
In Triple Whale, he saw an approach better suited to those teams. Its handling of data integration, governance, and controls gave him confidence that his marketers could ask questions using the right business data.
“I just go straight to Moby, and I give it the outcomes I’m looking to achieve. I trust Triple Whale has all the data and context about my business that it needs. I just start asking questions and thought this could be really powerful for my marketing teams because they can essentially ask questions in their own terms.”
Moby’s responses gave the marketers enough direction to shape an email, an ad campaign, or a promotion. They still applied their product expertise to decide what to create.
CIMA’s agency partner, Aplo, was also a heavy Triple Whale user. Internal marketers and the agency could use the same source of truth to evaluate performance and discuss how to drive continuous improvement.
Unlocking action plans in under an hour
Jason brought the approach into a training session with the Marketplace teams. They faced different problems: One marketplace was ahead of its monthly sales, while another was behind.
He showed them how to bring their marketing plans into Moby, including internal documents not already connected to Triple Whale. With their sales targets supplied as context, they asked Moby to assess the plans against the business data.
“And we did it in a 30-minute demo session, not a three-week analysis and action plan. Both teams had actionable things to do. And now they know how to do that on their own.”
Results: Product experts with more room to act
- Two brand teams identified actionable next steps in one 30-minute session
- Product experts could turn Moby into campaign ideas using their own product and customer knowledge
- CIMA’s internal marketers and Aplo share a source of truth for evaluating performance
“Triple Whale knows the ecommerce business. All the work of ensuring that the data source has integrity is done by Triple Whale. I know that’s done, and I can check that box. I don’t need to worry about that. It’s become our AI operating system, giving our teams a shared place to ask questions and decide what to do next.”
When asked how he evaluates the investment, Jason looks at the whole operation: the platforms, people, and agencies that help drive orders and sales. He wants them to work together more efficiently. Reliable integrations and responsive support matter because they help the team keep moving.
“When an app has reliable integrations and helps team collaborate and make data-driven decisions quickly and without friction, that’s the ultimate measure of success.”
