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2015 40Under40 Winner: Judge Graham

Judge Graham, President, Sq1

Judge Graham is named after his grandfather—a Houston-based municipal court judge. And it looks like the president of Sq1 inherited his discretion. Not only did he give the traditional marketing agency an early digital jump start, but he also introduced its core conversion optimization methodology. He’s led campaigns for clients using that approach that significantly increased performance in such areas as conversion rates, click-through rates, and coupon redemptions, while cutting the cost per acquisition. Under his leadership, agency billings have increased 10X.

Defining moment: I was coming out [of college] in the Dot-Com Bomb…. The opportunity, or challenge, at the time was [that] nobody really believed in digital marketing. They thought dot-coms were a fad. I just got out there and started selling as much as I could—fighting against the tide of the negativity and nonbelief of digital marketing and Web design and development and really pushed through that, which propelled me to be ahead of the curve and get a lot of experience under my belt as that wave evened out.

Words to live by: The harder you work the luckier you become.

Strategy shift: We’re in such a fragmented time in marketing where different channels get contribution to different results. I was just in a meeting with a client who said, “That’s great, but can we prove that [this] actually worked…?” So, understanding truly omnichannel or full attribution [and] really understanding what’s influencing and converting for customers is what keeps me up at night and that’s what we’re working on.

Up next: We’re super analytically focused, and I think the opportunity right now is to help marketers understand the impact of digital as it relates to offline commerce and sales and being able to track that one-to-one measurement for customers so they understand [that] by using these digital channels, it’s actually converting to some offline transaction. So they can start shifting more dollars to digital.

Advice to young marketers: Be patient and listen.

–Elyse Dupré

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