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More tangible, less “smart”

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First came the prediction: “The whole ‘smart’ thing is about to get real.” Really? What made this apparent insider say so? The prediction, given in a forum where other predictions flew in the breeze, was on the record. Then two months later, it had gone off the record.

What happened? Apparently, there had been a corporate-wide retreat from “smart” — as explained to me, a retreat from the aspirational to the tangible.

That’s unlike conventional marketing, which blows by the tangible in its rush toward aspiration. Does this portend a wider retreat from the term “smart”? Is it a shift toward a market that prefers the tangible over the dream?… Read the rest “More tangible, less “smart””

Notable marketing: ThoughtSpot and SpotGirl

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Promote a data-reporting tool with a comic book? Even the few vendors willing to break from whitepapers and blogs might not look natural doing it. But ThoughtSpot’s done it, and it works.

For How to Defeat the Top 5 BI Villains at Your Company, ThoughtSpot wins the Datadoodle Occasional Prize for Notable Marketing. The hero is SpotGirl, and she fights five villains business people know well.

SpotGirl’s weapon is a magnifying glass. When a villain known as DataGhoul taunts her, she just raises her glass and flings back good, smart data. When DataGhoul yells, “Your quarterly sales are down! A lot!”… Read the rest “Notable marketing: ThoughtSpot and SpotGirl”

Notable marketing: Have imagination, will be read

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clocks-mirrors

For all the marketing collatoral the data industry produces, there’s little that I can read without forcing myself. But when the good stuff comes, it’s like a gust of spring air blowing into a stuffy room. That kind of marketing blew into Datadoodle headquarters Friday morning. VisualCue, maker of visualization software done with “tiles,” won the Datadoodle Occasional Prize for Notable Marketing with “Have Data, Will Travel.”

“This week we’re using data to travel through time!,” it declared. We’ll forgive the overuse of the exclamation marks and give credit for the rarest of elements, imagination. This tastefully designed, lively, and jargon-free creation is credited to the “Visual Crew,” but I’m sure it was hatched by just one person.… Read the rest “Notable marketing: Have imagination, will be read”