As The Source of Truth for Marketing™ for some of the world’s biggest brands, Beckon has more than $16 billion in omnichannel marketing spend and performance data housed in its system. That gives us terrific visibility into which areas of marketing investment get results, and which not so much.
There are a lot of hyped trends out there—agile marketing, branded content, programmatic ad buying and more—but do they deliver as promised? And on the flip side, are there any “hidden gem” tactics that get good results, but few brands are doing?
The Beckon dataset is an objective, empirical window on marketing performance across hundreds of brands and countries. It’s the perfect opportunity to put “hot” marketing trends to the test, as well as surface underused tactics that more marketers should be pursuing.
That’s the big idea behind our new “Marketing Truth or Marketing Hype?” series of reports. By looking at actual spend and performance data across brands, we can see objectively whether those investments are actually working the way expert speakers at conferences tell us they’re supposed to. And we can spot “hidden gem” approaches that most marketers are overlooking.
Check out the first installment right here, and stay tuned for more in the coming months.