We chat to DTC ecommerce expert Adam Ross who is the co-founder and CEO of Heyday, a skincare company offering customised facial treatments. Heyday is expanding rapidly across the US, having raised a $20M Series B round last year. On today's episode we discuss why collecting first-party customer data is crucial for personalisation, how data analysis allows you to better understand which products are performing well, and how Heyday maintains high standards whilst expanding with a franchising model.