Hawthorne Launches New Predictive Modeling Capabilities to Drive ROI For Advertisers

Using data and statistics, Hawthorne Direct helps its clients make smarter business decisions

Aug 28, 2015, 12:30 ET from Hawthorne Direct

LOS ANGELES, Aug. 28, 2015 /PRNewswire/ -- Hawthorne Direct, the leader in brand response advertising, unveiled new predictive modelling technology today that empowers its clients to make smarter business decisions. This capability leverages historical campaign data to predict the results advertisers will see, enabling them to adapt accordingly.

Hawthorne is a full-service analytics and technology based advertising agency that combines creative services and media with data science to deliver unprecedented value for its clients. Analytics have always been at the core of Hawthorne's business, and the realized there was a huge opportunity to leverage its wealth of experience, skills, and data to increase campaign performance by more accurate measurement and prediction of results.  

"Advertising is generally not something that has been thought of as precise -- you may know that half your advertising budget is wasted, but not which half," said Dr. Stephen Kelley, VP of Data Science at Hawthorne. "Big brands today don't just want to deploy advertising campaigns and wait around to see what happens. They are interested in high-level executive planning. They want to know what they can expect in order to make intelligent decisions and steer their business towards success."

Hawthorne has offered its clients media analytics and web attribution methodologies for years. The agency buys and plans the media and tracks the attribution response, so it has the breadth and depth of data needed to create accurate models. Using techniques from statistical quantum mechanics, Hawthorne Direct arranges that attribution data so that the "signal" can be extracted from all the noise.

If your website has lots of traffic, it's extremely difficult to attribute traffic to TV ads versus what is "normal." Without attribution, you can't understand if your TV airings are working, or how effective they are. Hawthorne Direct leverages big data statistics to measure the signal of TV driven traffic. Its predictive modelling capabilities make it possible to predict accurately on a large scale the results that TV campaigns will yield. Measuring a clear signal allows you to make decisions that will optimize returns.  

"The advertising industry is evolving and multi-channel predictive models are becoming more important, especially as digital media spend eclipses TV spend," said Dr. Steve. "Hawthorne Direct has a huge advantage because we coordinate buying and analysis, so our clients' best interest is truly our own. Our data provides an objective, agnostic indication of where ad spend should go to optimize the buy."

Hawthorne's predictive models also factor in economic data, market data, competitive data, seasonality, how media rates change, and more to encode how external factors will affect the campaign. This approach has helped it grow clients from zero to tens of millions of dollars as they develop into large brands. Hawthorne Direct has built a solid reputation by putting its cutting ­edge creative experience and game­-changing media expertise to work for major brands, driving more than $6 billion in total sales to date.

About Hawthorne Direct:
Hawthorne Direct, a creative, analytics and technology-­driven advertising agency, specializes 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, the agency combines persuasive brand messaging with best­-in-­class analytic systems to create accountable, high performance advertising campaigns.

Hawthorne  helps  brands  efficiently  target  their  consumers, improve cost per acquisition, optimize the lifetime value of a brand's customers, and even drive consumer response to key retail outlets or corporate locations. As a leading analytic and data driven, accountable brand advertising agency, Hawthorne specializes in integrated campaign solutions. The company offers a full suite of integrated solutions with creative, media, digital and mobile services.

Hawthorne maintains brand integrity and metrics to efficiently and effectively optimize the results of its clients' integrated media budgets via leading edge and proven data analytics.

Hawthorne has developed  successful  award­-winning  campaigns  for  countless  Fortune 500 brands. Please visit www.hawthornedirect.com and http://www.linkedin.com/company/hawthorne­direct for more information.

SOURCE Hawthorne Direct