The Allegory of the Octopus

The Allegory of the Octopus
13 September 2017 Erik van Heeswijk

‘The Allegory of the Octopus’

For us it makes perfect sense, but a lot of the people ask us: why call an editorial analytics system after this mysterious sea creature, the octopus? Aha! Glad you asked! This question gives us the perfect excuse to write a clever listicle of 10. Here we go!

1.   The Octopus is one of the smartest creatures on the planet.
Research shows time and again that we tend to underestimate the intelligence of our eight legged friend. They can even open those child proof pill bottles, we are always struggling with. And who doesn’t want to associate an analytics tool with that? By the way, SMART also means: Specific, Measurable, Assignable, Realistic and Time-related, but of course you knew that.


2.   The Octopus has big eyes.
For us that means that we see things, really look reality in the eye. We are in the know, as the popular phrase goes.

3.   The Octopus has a lot of tentacles.
This all-seeing sea creature not only sees the water world, but it manipulates the surroundings with its fascinating arms. For us, these tentacles signify the channels of content. Action goes around, the omnichannel content strategy has a lot of landing places.

4.   The suckers on the Octopus tentacles.
We like to think that the suction cups stand for content formats. Every channel has multiple ways to shape appealing content, and when nicely done, it sticks to everyone!

5.   Octopus has 9 brains!
We are pretty sure you didn’t know the Octopus has a separate brain in each tentacle and a big central brain to coordinate. For us, that’s a great metaphor. Every channel has their own intelligence and laws (Facebook insights, Twitter formats) and an omnichannel brain to keep it together! You see how nature hints at for millions of years?

6.   Octopus has three hearts.
It really, really, really loves the production of content, the distribution and the engagement. It is a warm, caring creature, you see.

7.   The Octopus will always find a way.
The Octopus has famous Houdini qualities, it thinks outside the box and will get there if needed, however small the escape route. We like that agility, the flexibility that is needed in this information age.

8.   The Octopus has the power of prediction.
Remember Paul? Right. Our prediction models will get there. And also the ink – the base of the print industry – leaves a lasting impression.

9.   They Octopus uses tools.
Smartocto gets its data from all the databases, tools and platforms that our customers use. The Octopus is – like all intelligent creatures – known for using all equipment that is provided.

10.   They can become really big. And strong.
The Octopus looks cute and harmless (like we think an analytics tool for creative storytellers should look), but that are countless stories of big ships, surprised and destroyed by the powerful and frightening Kraken. And also the ink – the base of the print industry – leaves a lasting impression. Like SmartOcto, actually.

So how can you not name a flexible, omnichannel, smart and growing editorial analytics system after the Octopus?