Never Launch a Campaign on a Friday

FREE: the tools and templates to become an indispensable marketer: indispensablemarketer.com/free/ There's a rule at Disruptive Advertising: never push campaign changes live on a Friday. It exists because early in his career Jacob did exactly that and spent $10,000 of a client's money over a weekend he wasn't watching. He was working for that client for free at the time. Monday morning he was doing the math on whether he could pay it back himself and what he'd tell his wife. Then he looked at the numbers. It was the best sales weekend the business had ever had, and he could explain exactly why. That business went from 25 employees to nearly 300. The data didn't save him Monday. It saved him because he'd built it before Friday. Jacob and Chad get into how to architect a data funnel that measures every stage of your journey, why Chad paid for data help out of his own marketing budget, and why a dashboard you won't look at is the same as no dashboard. This is the Strategy pillar of VSET. \-------------------------------------------- CHAPTERS 0:00 $10,000 gone in a weekend, and the Monday morning math 1:03 The rule at Disruptive: never launch on a Friday 2:22 2,000 changes, and the thing he didn't know about their budgets 4:32 Why most marketers only measure at the channel level 5:42 Volume and conversion at every stage of the journey 7:42 "You keep giving me optimism. I don't see sales." 8:49 Chad paid for data help out of his own marketing budget 12:08 Chad's recurring nightmare about building a plane mid-air 13:05 Start with a spreadsheet, not a perfect dashboard 13:45 A dashboard you won't use is the same as no dashboard \-------------------------------------------- WHO'S TALKING Jacob Baadsgaard is the founder and CEO of Disruptive Advertising and the author of The Indispensable Marketer. He's sat in every seat at the table: data analyst, marketing director at a publicly traded company, and now the CEO on the other side of it asking marketing for a number. Chad de Lisle has been in marketing for nearly twenty years, half of that at Disruptive working directly with Jacob. He spent 6 to 12 months and part of his own budget getting the data right, and he'll tell you it was worth it. \-------------------------------------------- ABOUT THE SHOW The Indispensable Marketer is Disruptive Advertising's podcast. We're a performance marketing agency, and our mission is to connect great marketers with the brands they believe in. The goal of this show is simpler than that: we want marketing leaders to win. Not just hit the number, but earn the trust and the seat that comes with it. For anyone who has no reason to trust us yet, some things you can check: We've done over $150 million in revenue and managed over $3 billion in ad spend for thousands of businesses. When we studied more than 2,000 of those accounts, we found that on average 76% of ad budget had no attributable revenue impact. Not low impact. No impact. That's the problem we exist to solve. We reject 96% of applicants, because the wrong person in the wrong seat costs everyone. We publish around 8 videos a month. We want these to be the episodes you forward to your CEO or drop in your team's channel, because you're both better on the other side of it. \-------------------------------------------- FREE RESOURCES: indispensablemarketer.com/free/ Indispensable Marketer assessment: https://assessment.disruptiveuniversity.com/imaudit Disruptive Advertising: https://disruptiveadvertising.com/ The Indispensable Marketer (book): https://www.indispensablemarketer.com/book/ Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard/