OTHER PLACES OF INTEREST
Danny Flamberg's Blog
Danny has been marketing for a while, and his articles and work reflect great understanding of data driven marketing.
Eric Peterson the Demystifier
Eric gets metrics, analytics, interactive, and the real world. His advice is worth taking...
Geeking with Greg
Greg Linden created Amazon's recommendation system, so imagine what can write about...
Ned Batchelder's Blog
Ned just finds and writes interesting things. I don't know how he does it.
R at LoyaltyMatrix
Jim Porzak tells of his real-life use of R for marketing analysis.
HOW DID YOU GET HERE?
Netezza is an impressive company, no argument there. I’ve met some folks from there that I’ve really enjoyed talking to, and they deliver an impressive product (though it’s cost has continued to rise since the early days).
However, this “Data Liberators” campaign is somewhat odd, another case of misguided use of social marketing and “from the trenches” fakery.
The name is cute: The Data Liberators. They have a somewhat stilted and odd blog at http://www.dataliberators.com/. They do have t-shirts and such with the logo, which is kind of violent, but some will like it. They have a twitter account, yadda yadda.
But, as usual, you have to read into it with some effort to discover that the whole thing is just an ad for Netezza. It’s not a movement for data independence ala Health Records or Facebook export, or even for providing more real consumer benefits of any kind. Netezza is mentioned here and there, but there is no copyright, no “sponsored by”, nothing to make it clear that this is an ad. Yes, they drop a few tiny hints: the writer is “ntza1” and their “Policy Truth” newsletter is hosted at netezza.com.
Look, I love a clever campaign as much as the next guy. But I hate, hate, hate misleading ads. Virals that are staged to look “amateur”, fake “movements”, all of these cries for attention are saying “we have to lie to you to get you to listen to us”. Is the the kind of brand perception you really want?
Yes, by going over the top with a bombastic style and a few hints, Netezza hopes that savvy readers will get that this is an ad. And I’m sure someone mentioned that the best ads are ones that drive use of the product without mentioning it. Sometimes, that’s true. This is not one of those times.
My suggestion: Put an “about us”. Explain that the “movement” is a funny take on some real concerns, and that it’s sponsored by Netezza. It’s OK to raise FUD if there really is an issue to consider.
Netezza, you might be right about how Oracle is approaching big data. But after reading this ad, my trust of using your stuff to host my data dropped a few pegs,and that’s too bad. You guys changed how big data is stored and paved the way for the rise of data-driven corps by making the cost a fraction of Teradata; continue to keep our attention with more technical wizardry instead of misleading marketing.
Update, April 16, 2009 Netezza has added a nice About This Movement entry on the site which reveals that Netezza is behind the whole thing. I think that is a good step, and I applaud Netezza for taking the effort to pull back the curtain and clearly take responsibility for the site. Still not sure how it will all work for them (I still think the name would be better used for a movement of data portability across social networks or something like that) but being up front about the whole thing will allow everyone who does want to interact with the “movement” to do so with full knowledge of it’s origins and goals.
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