James Fussy, SeQuel’s VP of Data & Analytics

Time and time again we learn that data is king. By continually testing new files of all types, we were able to not only boost sales rates, but also provide significant scale within profitability metrics. The campaign has grown 4x, and list testing was the primary driver. When we found a winning list, we just had to decide whether it would replace the lowest on the totem pole, or just bolt on. It’s been a compelling growth story.