By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    football analytics
    The Role of Data Analytics in Football Performance
    9 Min Read
    data Analytics instagram stories
    Data Analytics Helps Marketers Make the Most of Instagram Stories
    15 Min Read
    analyst,women,looking,at,kpi,data,on,computer,screen
    What to Know Before Recruiting an Analyst to Handle Company Data
    6 Min Read
    AI analytics
    AI-Based Analytics Are Changing the Future of Credit Cards
    6 Min Read
    data overload showing data analytics
    How Does Next-Gen SIEM Prevent Data Overload For Security Analysts?
    8 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: Strange campaign from Netezza [4]
Share
Notification Show More
Aa
SmartData CollectiveSmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Uncategorized > Strange campaign from Netezza [4]
Uncategorized

Strange campaign from Netezza [4]

Editor SDC
Last updated: 2009/04/14 at 7:17 PM
Editor SDC
5 Min Read
SHARE

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 i…

More Read

big data improves

3 Ways Big Data Improves Leadership Within Companies

IT Is Not Analytics. Here’s Why.
Romney Invokes Analytics in Rebuke of Trump
WEF Davos 2016: Top 100 CEO bloggers
In Memoriam: Robin Fray Carey

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.

But only on this sign-up page do you see “©2008-2009 Netezza Corporation All Rights Reserved”. I suspect the realized that if they are collecting identifiers, it’s probably smart to leave some clue who they are, even if they feel no need to mention a privacy policy. And if you read the source code of the page, they reveal more of the truth (but not all of it) in the meta tags (clearly to them, it is more important to cater to the search engines than to your potential customers.)

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.

Link to original post

Editor SDC April 14, 2009
Share This Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

Shutterstock Licensed Photo - 1051059293 | Rawpixel.com
QR Codes Leverage the Benefits of Big Data in Education
Big Data
football analytics
The Role of Data Analytics in Football Performance
Analytics Big Data Exclusive
smart home data
7 Mind-Blowing Ways Smart Homes Use Data to Save Your Money
Big Data
ai low code frameworks
AI Can Help Accelerate Development with Low-Code Frameworks
Artificial Intelligence

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

big data improves
Big DataJobsKnowledge ManagementUncategorized

3 Ways Big Data Improves Leadership Within Companies

6 Min Read
Image
Uncategorized

IT Is Not Analytics. Here’s Why.

7 Min Read

Romney Invokes Analytics in Rebuke of Trump

4 Min Read

WEF Davos 2016: Top 100 CEO bloggers

14 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

ai is improving the safety of cars
From Bolts to Bots: How AI Is Fortifying the Automotive Industry
Artificial Intelligence
AI chatbots
AI Chatbots Can Help Retailers Convert Live Broadcast Viewers into Sales!
Chatbots

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?