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PERQ's CEO Says AI Can't Save Bad Data

October 2, 2026

Scott Hill, CEO of PERQ, spent part two of his Digible Dude conversation making a point that should sting a little coming from a guy who sells marketing technology for a living: AI doesn't fix bad measurement, it just automates the bad measurement faster. Reid's full conversation covers reporting, attribution, team efficiency, and how prospects actually find properties now, but that one line is the whole post.

Here's why it matters to you specifically. You're sitting on three or four systems that all claim credit for the same lead. Google Ads shows you modeled conversions next to real ones and doesn't label which is which. Your CRM dedupes leads with logic nobody on your team has read, let alone approved. The ILS sends you a lead report graded on a rubric they wrote themselves. Stack an AI tool on top of that mess and you haven't added intelligence, you've added a faster way to be wrong.

So before the next AI pitch lands in your inbox, do the unglamorous thing. Pull your last quarter of lead data and trace five leads, one from each source, all the way from click to lease. Not the dashboard number, the actual path. If you can't reconstruct it by hand, no software is going to reconstruct it for you at scale. It'll just produce a cleaner-looking number you still can't trust.

The tools aren't the problem. The foundation is, and nobody's selling you an audit because there's no recurring revenue in telling you your attribution is held together with tape.

Source: Digible, October 1, 2026