Crowdskout collects 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’s evergreen public policy and non-profit world, working to better the planet or at least making sure one specific part of it gets better. Crowdskout “helps those type of organizations connect better with their supporters and followers”, 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 “utility” of data at all times, speaking of “getting those audiences to take action, getting those supporters to give donations”.
Segmentation is crucial for Crowdskout, 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. Crowdskout works on a level of specificity and segmentation down to the individual user. “Rather 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’re interested in, and segment their messaging down” with a shocking degree of accuracy. Christenson goes on to say that this allows “multiple campaigns to run at the same time” because of the freed up funds. Working smarter, targeting smarter, they’re two things that aren’t as connected as they should be in most campaigns.
This all sounds very high tech, and it is. But Crowdskout also uses its technological know-how to rework that oldest of marketing strategies, direct mail. “Using digital data, using data that we collect, we’re able to give our clients the ability to run our segments online and upload their artwork. Directly from the Crowdskout dashboard, they can send their direct mail. A lot of organizations still find it to be effective, it works”, says Christenson. The question of if it would still work without higher levels of segmentation is another question, though.
Crowdskout’s 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 “reach your customers, your donors, people who are going to take action on behalf of your corporation. I don’t think there’s much difference in how you’re going to market to those people. You’re still gonna use the same tactics. The messaging might be different, but the tactics are going to be the same”.