Alteryx shifted focus in 2020 from campaigns celebrating analytics expertise and citizen data scientists to speaking to the C-Suite and highlighting breakthrough moments with automation, losing some of their personality in the process. They wanted to recalibrate the brand and shift focus back to business users while better messaging the business outcomes of using Alteryx.
We worked closely with the marketing team and internal agency to hone in on the idea that Alteryx provides Analytics for All – a more human, ebullient, and decidedly less corporate brand expression. A human, script-like font counterbalances more technical subject matter while cementing ideas of user empowerment and democratization. Candid imagery – real people in moments of real work – showcased the tangible business improvements made possible by access to data. The campaign manifesto reinforced that Alteryx means data for world changers; it’s data that gets you.
The Analytics for All campaign has since become a core part of Alteryx’s brand refresh. It has made a splash across big events since its launch, including Alteryx’s company SKO, user conference, and more. On their way to 33% year-over-year growth in Q1 2022, the campaign has repositioned Alteryx as a technical company by humans, for humans, with real business value that improves organizations at all levels.