Source: venturebeat.com - Thursday, March 19, 2015
Coca-Cola, Microsoft, Yahoo, and the Gap are already using them. But today, Beckon is launching its new omnichannel scorecards to the wider world, giving marketers a simple way to connect everything they’re doing and — yes — know the marketing score. And no, it’s not just a toy. “Don’t let the pretty UI fool you,” Beckon CEO Jennifer Zeszut told me yesterday. “This is enterprise software.” VentureBeat is studying marketing automation tools. Chime in, and we’ll share the data with you Marketing scorecards have their roots in the Balanced Scorecard methodology used by CEOs since the 1980s, she says, as well as the Six Sigma discipline that took off in the 1990s. The problem in the omnichannel world of the 2010s is that marketers are trying to manage data from everywhere all at once: web ad campaigns; meatspace direct mail; mobile ad programs; owned, earned, and paid efforts in social, email marketing campaigns; and easily a dozen other indicators, reports, and platforms. Above: An example of an omnichannel marketing scorecard Image Credit: Beckon In other words, there’s more data, there are more sources of data, that data is coming in a multiplicity of formats, and it’s coming faster than ever before. The typical result? Excel hell, plus massive delay, if you want to get a complete picture of your progress. Beckon, however, is one of a new breed of marketing analytics packages, including competitor Origami , that aim to help market
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Coca-Cola, Microsoft, Yahoo, and the Gap are already using them. But today, Beckon is launching its new omnichannel scorecards to the wider world, giving marketers a simple way to connect everything they’re doing and — yes — know the marketing score. And no, it’s not just a toy. “Don’t let the pretty UI fool you,” Beckon CEO Jennifer Zeszut told me yesterday. “This is enterprise software.” VentureBeat is studying marketing automation tools. Chime in, and we’ll share the data with you Marketing scorecards have their roots in the Balanced Scorecard methodology used by CEOs since the 1980s, she says, as well as the Six Sigma discipline that took off in the 1990s. The problem in the omnichannel world of the 2010s is that marketers are trying to manage data from everywhere all at once: web ad campaigns; meatspace direct mail; mobile ad programs; owned, earned, and paid efforts in social, email marketing campaigns; and easily a dozen other indicators, reports, and platforms. Above: An example of an omnichannel marketing scorecard Image Credit: Beckon In other words, there’s more data, there are more sources of data, that data is coming in a multiplicity of formats, and it’s coming faster than ever before. The typical result? Excel hell, plus massive delay, if you want to get a complete picture of your progress. Beckon, however, is one of a new breed of marketing analytics packages, including competitor Origami , that aim to help marketfrom Top News on RSS Feeds http://ift.tt/1BSQ1Pw
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