Alight Spotlight: AJ Seelund, Manager of Digital Analytics and Campaign Tracking

AJ Seelund, Analytics Manager

It’s a fact: Your reporting and insights are only as good as the data they’re based on. That’s why AJ Seelund plays such an important role on Alight’s team. 

AJ is Alight’s Manager of Digital Analytics and Campaign Tracking. He and his team help clients implement tracking for their websites and campaigns, so they can gather accurate, trustworthy data on marketing performance.

Learn more about AJ in his Q&A!

AJ Seelund, Analytics Manager

AJ Seelund


Manager of Digital Analytics and Campaign Tracking

So what do you DO at Alight? 

Manage tracking “of all the things.” Meaning, my team ensures the integrity of the data we collect through validation, process and “keeping it simple.” Our work lays the foundation for user behavior tracking, valid and quality analytics, and seamless data collection across multiple devices, platforms and properties. 

What did you do before you came to Alight?  

You name it. Graphic design, software, ticketing, then I really homed in on analytics, about the time when Urchin was a thing. I’ve been doing migrations and implementations since then, working from Urchin to Omniture, Omniture to classic Google Analytics, classic GA to Universal GA, Google Tag Manager, Adobe’s Dynamic Tag Manager and Launch. Along the way, I was immersed in the travel industry, lead conversions, real estate marketing, ecommerce, B2B platforms, events, and food and beverage. 

What do you like to do when you aren’t at work? 

We have #chickentime at home. My family and I spend a lot of time outdoors, so that involves camping, canoeing, gardening or watching the chickens be chickens. Basically anything NOT connected to the internet. My kids and I are also working on a tree house and trying to not lose our fishing lures in the trees. I also love working on mechanical things, like cars, small engines, and anything with a motor. I like solving efficiency and mechanical problems. 

People are always surprised to learn that you … 

Well, up until recently, it was “I don’t have WiFi at home.” Which we didn’t. I never subscribed for cable or internet when we moved a few years ago and have been media-free since. I have however recently added WiFi and Netflix, so my kids are, shall we say, happy. 

What’s your beverage of choice? 

Water or lemonade. 

You’ve just been named Emperor of the World. What’s your first decree? 

Oh man, do you really want to know that? I don’t think I could decree anything for anyone. My decree would be to evolve to voluntary action. #freechickens

What’s the weirdest food you’ve ever eaten? 

My wife somehow got me to eat a chicken heart once. 

You’re allowed to force every American to read one book. What book do you choose? 

There was this old Reader’s Digest book called “The Joy of Nature.” Absorb every page of it, or if you can find any of the Foxfire books from the ‘60s, those are good reading!

What’s the worst piece of advice you’ve ever received? 

“Don’t buy a chicken, what do you need a chicken for?”