{"id":10371,"date":"2014-12-10T12:00:00","date_gmt":"2014-12-10T17:00:00","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=10371"},"modified":"2020-04-03T15:56:49","modified_gmt":"2020-04-03T19:56:49","slug":"messaging-changes-tactics-remain-crowdskout","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout","title":{"rendered":"The messaging changes, but the tactics remain the same with Crowdskout"},"content":{"rendered":"

Crowdskout<\/a>\u00a0collects and analyzes data. This is difficult, because the flow of data is infinite and the amount of noise it can make is vast. Many of its clients are involved in Washington D.C\u2019s evergreen public policy and non-profit world, working to better the planet or at least making sure one specific part of it gets better.\u00a0Crowdskout\u00a0\u201chelps those type of organizations connect better with their supporters and followers\u201d, CEO Zack Christenson says. He talks quickly and speaks in full paragraphs, he gives off an air of excitability in the way he describes data analysis. Christenson is quick to circle back to the \u201cutility\u201d of data at all times, speaking of\u00a0\u201cgetting those audiences to take action, getting those supporters to give donations\u201d.<\/p>\n

Segmentation is crucial for\u00a0Crowdskout, which makes sense considering how its founder come from different populations. Christenson has a media background, with previous work for CBS and television news. His co-founder George Yates comes from tech. This diversity is important because there are many, many companies who work with data.\u00a0Crowdskout\u00a0works on a level of specificity and segmentation down to the individual user. \u201cRather than a non-profit or a policy organization blanketing the airwaves with millions of dollars with the same message, they can figure out who their audience is, what they\u2019re interested in, and segment their messaging down\u201d with a shocking degree of accuracy. Christenson goes on to say that this allows \u201cmultiple campaigns to run at the same time\u201d because of the freed up funds. Working smarter, targeting smarter, they\u2019re two things that aren\u2019t as connected as they should be in most campaigns.<\/p>\n

This all sounds very high tech, and it is. But\u00a0Crowdskout\u00a0also uses its technological know-how to rework that oldest of marketing strategies, direct mail. \u201cUsing digital data, using data that we collect, we\u2019re able to give our clients the ability to run our segments online and upload their artwork. Directly from the Crowdskout\u00a0dashboard, they can send their direct mail. A lot of organizations still find it to be effective, it works\u201d, says Christenson. The question of if it would still work without higher levels of segmentation is another question, though.<\/p>\n

Crowdskout\u2019s next step is to branch out into the famed for-profit world, with a focus on small-to-medium businesses. There are clear cut differences between these worlds, including a competitive nature. In an ideal world, Coke would love to put Pepsi out of business, while Amnesty International has no animosty towards, say, Human Rights Watch. But Christenson sees more similarities than differences: no matter who you are, he says, you want to \u201creach your customers, your donors, people who are going to take action on behalf of your corporation. I don\u2019t think there\u2019s much difference in how you\u2019re going to market to those people. You\u2019re still gonna use the same tactics. The messaging might be different, but the tactics are going to be the same\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

Crowdskout\u00a0collects and analyzes data. This is difficult, because the flow of data is infinite and the amount of noise it can make is vast. Many of its clients are involved in Washington D.C\u2019s evergreen public policy and non-profit world, working to better the planet or at least making sure one specific part of it gets […]<\/p>\n","protected":false},"author":910,"featured_media":10436,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903],"tags":[],"class_list":["post-10371","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories"],"acf":[],"yoast_head":"\nThe messaging changes, but the tactics remain the same with Crowdskout<\/title>\n<meta name=\"description\" content=\"Crowdskout\u00a0collects and analyzes data. This is difficult, because the flow of data is infinite and the \u2026\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The messaging changes, but the tactics remain the same with Crowdskout\" \/>\n<meta property=\"og:description\" content=\"Crowdskout\u00a0collects and analyzes data. This is difficult, because the flow of data is infinite and the \u2026\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout\" \/>\n<meta property=\"og:site_name\" content=\"Ideas\" \/>\n<meta property=\"article:published_time\" content=\"2014-12-10T17:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-04-03T19:56:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2014\/12\/20140305-Crowd-Skout-Full-Start-5-HEADER-1.jpg?fit=1280%2C666\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"666\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"David Grossman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"David Grossman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout\"},\"author\":{\"name\":\"David Grossman\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/person\/bf95446b9b707b3c8466c5c511af4104\"},\"headline\":\"The messaging changes, but the tactics remain the same with Crowdskout\",\"datePublished\":\"2014-12-10T17:00:00+00:00\",\"dateModified\":\"2020-04-03T19:56:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout\"},\"wordCount\":508,\"publisher\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2014\/12\/20140305-Crowd-Skout-Full-Start-5-HEADER-1.jpg?fit=1280%2C666\",\"articleSection\":[\"Community Stories\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout\",\"url\":\"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout\",\"name\":\"The messaging changes, but the tactics remain the same with Crowdskout\",\"isPartOf\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2014\/12\/20140305-Crowd-Skout-Full-Start-5-HEADER-1.jpg?fit=1280%2C666\",\"datePublished\":\"2014-12-10T17:00:00+00:00\",\"dateModified\":\"2020-04-03T19:56:49+00:00\",\"description\":\"Crowdskout\u00a0collects and analyzes data. This is difficult, because the flow of data is infinite and the \u2026\",\"breadcrumb\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout#primaryimage\",\"url\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2014\/12\/20140305-Crowd-Skout-Full-Start-5-HEADER-1.jpg?fit=1280%2C666\",\"contentUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2014\/12\/20140305-Crowd-Skout-Full-Start-5-HEADER-1.jpg?fit=1280%2C666\",\"width\":1280,\"height\":666},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"\/ideas\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Community Stories\",\"item\":\"\/ideas\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"The messaging changes, but the tactics remain the same with Crowdskout\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#website\",\"url\":\"https:\/\/www.wework.com\/ideas\/\",\"name\":\"Ideas\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.wework.com\/ideas\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#organization\",\"name\":\"WeWork\",\"url\":\"https:\/\/www.wework.com\/ideas\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55\",\"contentUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55\",\"width\":55,\"height\":55,\"caption\":\"WeWork\"},\"image\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/person\/bf95446b9b707b3c8466c5c511af4104\",\"name\":\"David Grossman\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/37b068eaf224cb95c9ae0bb7833f422acdf28634606d52bc69ee9e7c2f395e20?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/37b068eaf224cb95c9ae0bb7833f422acdf28634606d52bc69ee9e7c2f395e20?s=96&d=mm&r=g\",\"caption\":\"David Grossman\"},\"url\":\"https:\/\/www.wework.com\/ideas\/author\/david-grossman\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The messaging changes, but the tactics remain the same with Crowdskout","description":"Crowdskout\u00a0collects and analyzes data. This is difficult, because the flow of data is infinite and the \u2026","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout","og_locale":"en_US","og_type":"article","og_title":"The messaging changes, but the tactics remain the same with Crowdskout","og_description":"Crowdskout\u00a0collects and analyzes data. This is difficult, because the flow of data is infinite and the \u2026","og_url":"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout","og_site_name":"Ideas","article_published_time":"2014-12-10T17:00:00+00:00","article_modified_time":"2020-04-03T19:56:49+00:00","og_image":[{"width":1280,"height":666,"url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2014\/12\/20140305-Crowd-Skout-Full-Start-5-HEADER-1.jpg?fit=1280%2C666","type":"image\/jpeg"}],"author":"David Grossman","twitter_card":"summary_large_image","twitter_misc":{"Written by":"David Grossman","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout#article","isPartOf":{"@id":"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout"},"author":{"name":"David Grossman","@id":"https:\/\/www.wework.com\/ideas\/#\/schema\/person\/bf95446b9b707b3c8466c5c511af4104"},"headline":"The messaging changes, but the tactics remain the same with Crowdskout","datePublished":"2014-12-10T17:00:00+00:00","dateModified":"2020-04-03T19:56:49+00:00","mainEntityOfPage":{"@id":"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout"},"wordCount":508,"publisher":{"@id":"https:\/\/www.wework.com\/ideas\/#organization"},"image":{"@id":"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout#primaryimage"},"thumbnailUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2014\/12\/20140305-Crowd-Skout-Full-Start-5-HEADER-1.jpg?fit=1280%2C666","articleSection":["Community Stories"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout","url":"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout","name":"The messaging changes, but the tactics remain the same with Crowdskout","isPartOf":{"@id":"https:\/\/www.wework.com\/ideas\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout#primaryimage"},"image":{"@id":"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout#primaryimage"},"thumbnailUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2014\/12\/20140305-Crowd-Skout-Full-Start-5-HEADER-1.jpg?fit=1280%2C666","datePublished":"2014-12-10T17:00:00+00:00","dateModified":"2020-04-03T19:56:49+00:00","description":"Crowdskout\u00a0collects and analyzes data. This is difficult, because the flow of data is infinite and the \u2026","breadcrumb":{"@id":"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout#primaryimage","url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2014\/12\/20140305-Crowd-Skout-Full-Start-5-HEADER-1.jpg?fit=1280%2C666","contentUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2014\/12\/20140305-Crowd-Skout-Full-Start-5-HEADER-1.jpg?fit=1280%2C666","width":1280,"height":666},{"@type":"BreadcrumbList","@id":"https:\/\/www.wework.com\/ideas\/community-stories\/messaging-changes-tactics-remain-crowdskout#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"\/ideas"},{"@type":"ListItem","position":2,"name":"Community Stories","item":"\/ideas"},{"@type":"ListItem","position":3,"name":"The messaging changes, but the tactics remain the same with Crowdskout"}]},{"@type":"WebSite","@id":"https:\/\/www.wework.com\/ideas\/#website","url":"https:\/\/www.wework.com\/ideas\/","name":"Ideas","description":"","publisher":{"@id":"https:\/\/www.wework.com\/ideas\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.wework.com\/ideas\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.wework.com\/ideas\/#organization","name":"WeWork","url":"https:\/\/www.wework.com\/ideas\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/","url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55","contentUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55","width":55,"height":55,"caption":"WeWork"},"image":{"@id":"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.wework.com\/ideas\/#\/schema\/person\/bf95446b9b707b3c8466c5c511af4104","name":"David Grossman","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wework.com\/ideas\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/37b068eaf224cb95c9ae0bb7833f422acdf28634606d52bc69ee9e7c2f395e20?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/37b068eaf224cb95c9ae0bb7833f422acdf28634606d52bc69ee9e7c2f395e20?s=96&d=mm&r=g","caption":"David Grossman"},"url":"https:\/\/www.wework.com\/ideas\/author\/david-grossman"}]}},"jetpack_featured_media_url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2014\/12\/20140305-Crowd-Skout-Full-Start-5-HEADER-1.jpg?fit=1280%2C666","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts\/10371","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/users\/910"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/comments?post=10371"}],"version-history":[{"count":3,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts\/10371\/revisions"}],"predecessor-version":[{"id":51237,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts\/10371\/revisions\/51237"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/media\/10436"}],"wp:attachment":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/media?parent=10371"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/categories?post=10371"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/tags?post=10371"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}