Session Will Explore How the Campbell Soup Company Democratized Marketing Data to Support Agile Decision-Making

SAN MATEO, CA—April 26, 2017—Beckon, The Source of Truth for Marketing™ and performance analytics partner to many of the world’s biggest brands, will be speaking at the 2017 MarTech USA conference taking place at the Hilton San Francisco Union Square. Jennifer Zeszut, Chief Customer Officer and Co-Founder of Beckon, and Marci Raible, Vice President, Global Media & Marketing Services with the Campbell Soup Company, will discuss Campbell’s journey to becoming a data-driven marketing organization.

The duo will share examples, challenges and lessons drawn from Campbell’s experience opening up marketing data to the wider team, along with best practices for changing the way marketing teams think about and work with data.

Beckon will be exhibiting at the event, demonstrating its marketing intelligence software at booth No. 914. If you are a member of the media and interested in attending the conference or making an appointment to speak with a Beckon executive, please contact Casey Bush at

Session Details

Beckon and the Campbell Soup Company Speak at 2017 MarTech San Francisco

Thursday, May 11, 2017
4:25 p.m. to 4:45 p.m.

Hilton San Francisco Union Square
333 O’Farrell Street
San Francisco, CA 94102

When marketers democratize reporting and analytics, putting data-driven decision-making in the hands of more people, one-third of the marketing team jumps for joy, one-third is apprehensive but open, and the remaining third is scared to death. How much data do you share? What do you keep close to the vest? Do you fully democratize analytics or create analytical templates that serve as guardrails for users? How do you roll out the new capabilities? How can leaders encourage data-informed experimentation? Martech professionals must find ways to offer freedom within a framework.

Campbell’s and Beckon tackle these questions and more as they present best practices for democratizing marketing data, including:

  • How to make a case for change.
  • The data is wired up … now what? Tips for rollout.
  • The essential question: what to centralize and decentralize.
  • The role of a “playbook for insights” and how to put one in place.
  • New and emerging roles within the brand based on this new call for transparency.
  • How to demonstrate and communicate data-driven success across the organization to encourage support and adoption.

To join the conversation, follow Beckon on Twitter at @BeckonInc or visit the Beckon blog.

About Beckon
Beckon is The Source of Truth for Marketing™—enterprise software that delivers clean, trusted data and real-time marketing intelligence for agile decisions at the speed and scale of modern marketing. The first platform to combine data best practices with marketing best practices, Beckon provides automated data management, total visibility into cross-channel marketing performance, integrated campaign planning, omnichannel analytics, real-time dashboards and scorecards, and marketing KPIs right out of the box for fast time to value. Beckon is for marketers who want to bring order to messy data, see what’s working across it all, spend wisely, maximize ROI and tell the story of marketing’s impact on the business.