Most beacon platforms are fairly limited in that they are designed around retail marketing scenarios. If you are creating a non-retail marketing solution you might want to look into Google’s little publicised Proximity Beacon API. It allows you to register beacons and have arbitrary data, called attachments, associated with them. What’s more, it supports the registration of iBeacon as well as Eddystone beacons and you can use it free of charge.
It’s not always apps that are used to detect beacons. For example, you might have a single board computer such as the Raspberry Pi or Bluetooth-WiFi gateway detecting beacons and a web front end managing and monitoring the beacons. Google also provides example scripts that show how other entities can be used to register, list and filter beacons. Alternatively, other entities might even call these scripts.