Insight, Analytics and the New Marketing
Muckety
Muckety is an interesting site that uses the principle of relationship mapping to plot webs of power and influence.
It was founded in 2006 by three journalists. Their idea was simple: to lay bare the connections of the rich and powerful. (It’s somewhat like the play “Six Degrees of Separation” or like the parlor game ‘Six Degrees of Kevin Bacon’).
Of course, finding out who is connected to whom is a basic part of investigative journalism. But a little data visualization makes the patterns more evident, and more fun! If you play with it for a while, you’ll start seeing these webs everywhere in public life.
There’s the serious (Rupert Murdoch), and the frivolous (how George Bush is connected to Gossip Girl). You can follow the connections as a quiz on “Muckety This”. You can even make your own Mucketys.
The interesting point for marketing is that these same principles apply on the micro scale for individual buyers. Plotting the connections among people you can’t identify is, of course, much more difficult. It’s on the ‘To Do’ list for the marketing data revolution.
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