Start School Session: Disruptive Advertising Founder & CEO Jacob Baadsgaard

And it was PPC, right? Like a lot of pay-per-click and what else were you doing besides that? And like, and by the way, he kind of revolutionized this, this whole thing.

A lot of the major, even companies here in the state of Utah use disruptive.

Give us a sense for how that's changed too.

So one, like you were doing like pay-per-click and using the data, you would know exactly the type of ads that they should pay and the exact price for the most part, ROI, they would get off of that spend and things like that, but give us a sense for...

I don't even remember anybody else doing that as well as you guys were doing it 14 years ago.

I agree.

No one was doing it as well as we were 14 years ago.

Maybe not today either, but...

Data is kind of an interesting thing that people get obsessed over.

And there is such a thing as too much data.

You can't get perfect data.

The privacy laws, the way you can use cookies, the way you can track your customers.

There's actually less visibility now than there was a few years ago as these platforms and iOS and all of these different updates that are going on.

And so it's been an interesting ride to go through that.

But what I would just say is that what most...

Businesses cannot, if I go and talk to their marketer or I talk to their CEO, and I'm like, can you tell me how effective you're doing at delivering the customer journey that you intend to take someone from a stranger to an advocate? And what are the steps that marketing is taking on each of those? And even if you can't connect all of the dots back to a specific ad creative, you should be able to see how effective you are at converting them from stranger to follower, from follower to subscriber, from subscriber to like I'm interested and reached out and want to learn more.

And then like a purchase and those types of things.

And so I think the way that data is evolving is you have to understand your customer journey, how much of it's happening, and how well it's converting from one stage to the next.

And that is the visibility that's empowering great marketing decisions right now, even if sometimes you can't get as specific to the ad creative that drove the sale in some situations like you used to.

And it was PPC, right? Like a lot of pay-per-click and what else were you doing besides that? And like, and by the way, he kind of revolutionized this, this whole thing.

A lot of the major, even companies here in the state of Utah use disruptive.

Give us a sense for how that's changed too.

So one, like you were doing like pay-per-click and using the data, you would know exactly the type of ads that they should pay and the exact price for the most part, ROI, they would get off of that spend and things like that, but give us a sense for...

I don't even remember anybody else doing that as well as you guys were doing it 14 years ago.

I agree.

No one was doing it as well as we were 14 years ago.

Maybe not today either, but...

Data is kind of an interesting thing that people get obsessed over.

And there is such a thing as too much data.

You can't get perfect data.

The privacy laws, the way you can use cookies, the way you can track your customers.

There's actually less visibility now than there was a few years ago as these platforms and iOS and all of these different updates that are going on.

And so it's been an interesting ride to go through that.

But what I would just say is that what most...

Businesses cannot, if I go and talk to their marketer or I talk to their CEO, and I'm like, can you tell me how effective you're doing at delivering the customer journey that you intend to take someone from a stranger to an advocate? And what are the steps that marketing is taking on each of those? And even if you can't connect all of the dots back to a specific ad creative, you should be able to see how effective you are at converting them from stranger to follower, from follower to subscriber, from subscriber to like I'm interested and reached out and want to learn more.

And then like a purchase and those types of things.

And so I think the way that data is evolving is you have to understand your customer journey, how much of it's happening, and how well it's converting from one stage to the next.

And that is the visibility that's empowering great marketing decisions right now, even if sometimes you can't get as specific to the ad creative that drove the sale in some situations like you used to.