Company: Beckon, San Mateo, CA, USA
Company Description: Beckon is a software-as-a-service marketing analytics platform built by and for marketers. Beckon launched publicly in March of 2014.
Nomination Category: Product & Service Awards Categories
Nomination Sub Category: Best New Product or Service of the Year - Business Services

Nomination Title: Beckon SaaS Marketing Analytics Platform

Describe for the judges the nominated product or service, including its features, functions, benefits, and performance to date (up to 525 words). Include in this section the date since the beginning of July last year on which the product or service was introduced to the marketplace:

There have never been so many ways to spend our marketing dollars (web, email, print, social media, TV, radio …). At the same time, there’s never been so much pressure for marketers to justify the decisions they make. Marketing has always had a difficult time tying marketing activity to business outcomes. Beckon solves that problem.

Beckon is the dashboard to the CMO. We serve the world’s best brands delivering intelligence for marketing in all its modern complexity. Our software-as-a-service platform integrates and normalizes messy data that streams into marketing from disparate, siloed tools and teams and turns it into rich dashboards that deliver cross-channel insight. Beckon delivers ah-ha! answers to big business questions via a natural language Q&A interface.

Importantly, Beckon is advanced analytics with a marketing point of view. Built by and for marketers, our reporting provides out-of-the box efficiency metrics, best-practice diagnostics and leading marketing effectiveness indicators that generically produced IT dashboards can’t match. We also offer custom formulae and ad-hoc reporting that answer the barrage of daily questions like, as we spend more on TV, what happens to banner ad click-through rates? Which content resonates with which segments? Where should we invest our next marketing dollar?

Beckon aggregates and normalizes marketing spend and performance data, and it works with ALL the best-of-breed execution tools. We deliver a clean, harmonized data set with consistent taxonomy and metadata that frees marketing teams from the tedium of data wrangling—all the endless cut-and-paste from this tool to that spreadsheet.

Built by marketers for marketers, Beckon serves marketers who want to bring order to chaos, make data-informed optimization decisions, and tell the marketing story in terms of business impact—and do it all without reliance on IT for reporting design and delivery.

Beckon launched publicly in March of 2014 and now counts some of the world’s top brands as customers—Gap, Converse (Nike), Microsoft, SKY, StubHub, Union Bank and more.

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Provide a brief biography of the person or persons who lead the team that developed the nominated new product or service (up to 125 words):

Jennifer Zeszut is CEO of Beckon—a SaaS analytics software company created by and for marketers. Jennifer has been a marketing leader for most of her career working with top brands we all know like eBay, Proctor & Gamble, and Cost Plus World Market. She was the trusted advisor to many more brands as head of Strategy and Analytics for Razorfish for many years. Prior to Beckon, she founded Scout Labs, a leading social media monitoring, analytics, and engagement platform which was sold to Lithium Technologies in 2010. She’s been featured in The New York Times, The Wall Street Journal, FastCompany and TechCrunch and was invited to speak about entrepreneurship at the While House as part of President Barak Obama’s Startup America Initiative.