Skip to main content
Make Data Work
Oct 15–17, 2014 • New York, NY

Why Marketing’s Approach to Big Data is All Wrong

Jennifer Zeszut (Beckon)
10:10am–10:30am Wednesday, 10/15/2014
Data-Driven Business Day
Location: E 20/ E 21
Average rating: ***..
(3.00, 3 ratings)
Slides:   1-PDF 
As the number of ways to reach consumers proliferates, marketers are swimming in data. But then why does the latest American Marketing Association survey show that the percentage of marketing leaders actually using data to make decisions has dropped from an embarrassing 37% two years ago to a mere 29% at last check? Marketing is data rich, but insight poor. We have (new and old) BI, data visualization and data exploration tools to throw at the problem. Data scientists, data mining teams marketing analysts digging night and day. Then why are marketers drowning. Here’s why: marketing is going about making sense of its data all wrong. Finance figured this out long ago. Operations, sales, HR – they too have easy, real-time visibility and key analyses of their data. Why is marketing the only discipline not to have figured this out yet? Marketing needs to wake up, learn from its functional peers, and re-think, re-staff and re-tool its data strategy.
Photo of Jennifer Zeszut

Jennifer Zeszut


Jennifer Zeszut is the CEO of Beckon, a marketing analytics company that helps top brands derive actionable insight from cross-channel marketing data. Prior to founding Beckon, Jennifer founded Scout Labs, a breakthrough social media monitoring and analytics SaaS platform which was acquired by Lithium Technologies in May of 2010.

With over a decade as a marketing technology innovator and business leader, Jennifer has been featured in The New York Times, The Wall Street Journal, FastCompany and TechCrunch. She’s spoken extensively around the globe on marketing, social media, and customer analytics. In 2011, she was invited to the White House to speak on entrepreneurship and to advise the Office of the President on the Startup America initiative.

Prior to founding Scout Labs, Jennifer was Vice President of Marketing at Leverage Software, acting Director of Marketing for Stores at eBay, and Director of Marketing Strategy and Analytics at Avenue A | Razorfish. Jennifer graduated Phi Beta Kappa from UC Berkeley and received her MBA from the Ross School of Business at the University of Michigan.