Day with a Pro: Michelle Farabaugh, VP of marketing, West Marine

“It took us several months to complete the analysis and several more months to create the pagination for each product, but the results were terrific,” Farabaugh reports. “We did see a decrease of 10 percent in sales, just as our analysis indicated, but we saw a 20-percent increase in [revenue] contribution due to the savings in paper and postage of unwanted products.”