At Beckon, we’re committed to making it as easy and intuitive as possible for marketers to unlock their marketing data, to unlock insight, to unlock growth. And we’ve taken a giant step forward with the latest release of Beckon [ANSWERS].
The new Beckon [ANSWERS] is quite simply the world’s easiest, most intuitive way to query large datasets and get answers to business questions.
Competing tools typically require that you know intermediate SQL and have a full understanding of data visualizations and the underlying data model. You usually have to choose the chart or table you want first, and then “feed” it from an overwhelming list of metrics and dimensions. You have to navigate complex field pickers and formula builders, drag-and-drop matrices, cross-tab and pivot-table emulation interfaces, and on and on. Consequently, it’s an ordeal to get answers to even the simplest questions, and marketers often have to turn to trained data analysts for support.
We don’t think “looking at your data” should be a specialized skill set. What makes Beckon [ANSWERS] different is that we eliminate the need for technical know-how—all the power and complexity is hidden under the hood. The clean, simple UI lets you ask questions of your data in plain language, and you get answers right then and there in the form of beautiful, easy-to-understand charts and graphs (the tool itself knows the best visualizations based on your question). You can explore your marketing data across all channels and sources, getting clear, actionable answers to critical questions without worrying about the underlying functionality.
For example, consider this series of questions that leads a marketer to a clear action:
Question: “Where are we investing our marketing dollars?”
Result: Beckon [ANSWERS] analyzes marketing spend by all channels, regions, and brands.
Question: “Which messages are resonating best in Spain with our primary target audience of Urban Males 11-17?”
Result: Beckon [ANSWERS] stack-ranks the performance of campaigns run in Spain targeting urban male, 11-17 audiences.
Question: “Given that those are our top-performing campaigns, is the majority of our spend allocated against those ads?”
Result: Beckon [ANSWERS] overlays the amount of marketing spend on top of high-performing campaigns to understand where the brand is underinvested and where it is overinvesting.
Action: The marketing team can reallocate its spend mid-campaign to maximize ROI.
It’s literally that simple.
Check back here in the next few weeks for a deeper dive on why Beckon [ANSWERS] is so innovative, and to see how some of our customers are using it.