Humanizing Alteryx for everyone

Alteryx empowers analytics automation, enabling anyone in an organization to analyze data and deliver breakthrough outcomes. Sköna helped Alteryx develop a campaign platform – a rallying cry for brand, demand gen, and sales that keeps the team excited, focused, and united for the next chapter and the year to come.

Challenge

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.

Approach

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.

Impact

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.