Leading DRTV Agency Hawthorne Direct Integrates Data Science to Deliver Big Results for Brand Clients
LOS ANGELES -- (SPW) -- Hawthorne Direct, a full service brand response advertising agency, has continued to embrace the Big Data boom by making significant investments in new technologies, new methodologies, and new personnel hires within the Data Science space. Hawthorne Direct's Data Science continued initiatives are actively being designed to leverage consumer response data and analytics, so as to broaden targeted customer base opportunities by re-focusing both creative and media strategies and executions. The announcements were made today by Jessica Hawthorne-Castro, Hawthorne Direct's Chief Operating Officer.
Hawthorne Direct's increased data analysis and visualization abilities, already being applied to precise data on more than $2 billion of TV media compiled over the past two decades, are providing the agency with additional insights and helping guide the success and optimization of present and future campaigns on behalf of Hawthorne's brand clients. Leveraging Hawthorne's quickly accumulated data on retail and web response will further develop multi-channel attribution and marketing analytical models.
"We've been capturing and analyzing robust consumer data for 27 years from DRTV, but now, as consumer engagement and measurement expands across multiple platforms, more data points can be analyzed to provide even deeper strategic insights for our clients," Hawthorne-Castro says. "Our Data Science team is incorporating new data mining tools and techniques to uncover hidden consumer insights and cultural trends-information we can provide to our diverse group of clientele. Our data specialists are well-versed in predictive analytics for understanding and forecasting demands, and in the utilization of data visualization tools for quantifying and socializing business impact."
"Data Science is not really about 'Big Data' per se," says Tina Wisner, Hawthorne Direct's newly hired Director, Data Science and Analytics. "It's about how you transform volume and dimensions of data (big or small) into 'Big Thinking!' The core of our agency's Data Science initiative is the analytics rigor we embrace-one that allows for a 360-degree view and visualization of integrated data through robust technology. Our goal is to get to the heart of the business of each of our brand clients, so their sales can become truly robust within the ecosystem of disparate data."
Hawthorne Direct's new initiatives across the Data Science space are being spearheaded by Wisner, George Leon, Hawthorne's Senior Vice President of Media/Account Management, and Dr. Stephen Kelley, Phd in Physics, Hawthorne's Chief Technical Officer. Working in tandem with Hawthorne Direct's rapidly expanding Data Science team, the executives are focusing their efforts on how best to maximize Hawthorne Direct's data driven analytics capabilities, helping to ensure that each of the company's brand clients can best achieve its sales, marketing, and campaign goals.
Historically, sales successes generated by the Direct Response Television Advertising industry were initially measured by telephone calls alone. Later, web hits were added into the mix. Brands today are confronted by a virtual explosion of data available that can be collected and analyzed, by which to measure the impact and effectiveness of any advertising campaign. Metrics collected from the web, social media, mobile reaction, telephone response, and retail influence, can all be compiled to present the whole picture of the direct response impact of a campaign, as well as the corresponding brand impact of that campaign.
George Leon adds, "We pride ourselves on being a truly full-service, brand response advertising and marketing agency. As such, our Data Science rigor addresses a campaign's full strategy and execution, from consumer segmentation, smart targeted creative, tactical media planning and execution, through to business insights, all designed to optimize campaign performance. Our Data Science disciplines are creating new Key performance Indicator (KPI) metrics that address the full scope of direct response performance, not just front end metrics."
Hawthorne Direct takes a unique approach to Data Science. The agency's Data Science is not limited to just consumer habits, psychographic and/or demographic data associated with a particular campaign, but also includes deep business intelligence rigors impacting ROI, such as socio- economic, and macro- and micro-economic factors that have a direct and relational cause and effect behind E-commerce, retail sales, and consumer services campaigns. Hawthorne Direct's Data Science initiatives are not limited to any one linear creative or media platform, and are also not just about reporting numbers, statistics, or charts. "Our marketing attitude revolves around the Visualization and Insights of Response Strategy and Metrics, through our incorporation of Data Science," Leon explains.
"I'm particularly excited about the visualization and visual data exploration capabilities of these new tools," says Kelley. "Detailed reports provide day to day tactical guidance for campaign management. Historically, it has taken a great deal of time, effort, and programming to wade through the masses of data in traditional transactional data systems to get bigger picture strategic information. Today, our ability to visualize data and visually explore it in real time blends the best of automated data systems in conjunction with our many years of human experience with our campaigns."
Hawthorne Direct's advanced data analysis, predictive, and visualization systems continue to be built and enhanced, using the latest, best in class, business intelligence tools. Proprietary tools included in Hawthorne's Data Science modules include:
"Catapult(tm)" — Enhanced Database System for Media Planning: Hawthorne Direct is uniquely positioned to establish integrated media planning, strategy, and campaign recommendations utilizing its Catapult(tm) process, an enhanced database system of all media related planning, execution, operations and campaign response layered with Nielsen audience delivery measurement. The Catapult(tm) process engages the agency's Creative, Account, and Media teams to share interactive communication with brand clients, ensuring the DR media optimization of each campaign.
"PureStat(tm)" – Methodology for Web Attribution Model (WAM): PureStat(tm) is Hawthorne Direct's enhanced utilization of online analytic tools, statistical methodology, and technical implementation to measure and attribute online response or engagement to TV media airings. PureStat(tm) takes a statistical approach to calculating web attribution, by analyzing select response curves from varying media platforms to identify the direct attribution and separate the "noise" factors that could over inflate "pure" attribution.
iBoard(tm) – Internal Planning and All Client Reporting: Hawthorne Direct has set up a custom enhanced reporting system called iBoard, the agency's integrated dashboard, for internal planning and all client reporting. The iBoard dashboard provides data analysis, reporting, exploration, and visualization, and can hook into data from the other company systems (cited above) while retaining particularly tight and powerful integration with other Microsoft systems. Hawthorne Direct's business intelligence desktop and server provides data analysis, visualization and exploration functionality. Desktop workbooks can be saved, combined, and published to the server to provide visual dashboards on a laptop, tablet, or mobile device.
These tools are available to all of Hawthorne's clients and can be demonstrated upon request. "We are excited about the addition of these resources to expand our Data Science capabilities. We are looking forward to the implementation and continued refinement of these tools to further maximize the ROI of our client's advertising campaigns," said Hawthorne-Castro.
PHOTO ID for Hawthorne Direct’s Data Science Team Seen Above: Front row left to right: Lacey Gray — Media Account Coordinator, Jessica Hawthorne-Castro — Chief Operating Officer, Tina Wisner — Director, Data Science & Analytics, Mary Papp — Vice President, Media Account Management/Account Director Back row left to right: Amy Davey — Account Executive/Media Account Manager' Jori Steck — Media Account Manager' Fletcher Pickett — Media Account Manager' Rob Gottshall — Media Systems Architect' Dr. Stephen Kelley — Chief Technical Officer' George Paysinger — Media Account Analyst John Strouss — TimeTrack System Administrator' George Leon — Senior Vice President, Media/Account Management' Sheryl Bergren — Media Account Manager
About HAWTHORNE DIRECT
Hawthorne Direct is a full service brand response advertising agency, specializing in strategic planning, creative development, production, media planning, buying and analytics, and campaign management for integrated marketing campaigns. With nearly 30 years of proven excellence in brand response, the agency combines persuasive brand messaging with best-in-class analytic systems to create accountable, high performance advertising campaigns.
Hawthorne Direct has developed successful award-winning campaigns for brands such as 3M, Gerber, Brother International, Armor All, Bose, Black & Decker, Hamilton Beach, Pella, SanDisk, Transamerica, United Healthcare, Remington and more.
The agency is headquartered in Los Angeles, with the founding office located in the Midwest. Hawthorne Direct was founded in 1986 by Timothy R. Hawthorne, who serves as Chairman/CEO. Hawthorne's daughter, Jessica Hawthorne-Castro, today holds the post of COO. For more information, please visit www.hawthornedirect.com and also
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