Hawthorne Expands Proprietary Measurement and Analytic Tool Offerings

LOS ANGELES, Feb. 20, 2015 /PRNewswire/ -- Hawthorne Direct, a leading analytics and technology based accountable brand advertising agency, today announced the release of an innovative, new technology, QCast, an advanced analytics tool that delivers high level predictive intelligence for media planning, optimization and estimation of KPIs.

With nearly 30 years of proven excellence, Hawthorne combines persuasive brand messaging with best-in-class, analytic systems to create accountable, high performance advertising campaigns. The 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.

"Hawthorne has always been at the forefront of data science, especially when it comes to leveraging technology, analytics and accountability," said Dr. Stephen Kelley, CTO and leader in the development of Hawthorne's proprietary data analytics tools. "Our team has built some of the leading web attribution methodologies in the industry, including the new QCast tool. What's so unique about our approach is that we are not simply crunching data and big numbers just because we can ... unfortunately, a lot of what people call 'data science' today lacks actionable relevance and statistical validity. At Hawthorne, we empower our employees and clients to become the data scientist, giving them user-friendly tools that can make a true impact on a customer's bottom line. This is a unique and powerful concept."

According to Kelley, the core of Hawthorne's data science approach is "the analytics rigor we embrace," he said. "It's one that allows for a 360-degree view and visualization of integrated data through numerous robust technologies."

QCast joins Hawthorne's line-up of industry-leading proprietary measurement and analytic tools, including:

• Catapult -A data science source and media planning process that optimizes all client campaigns with qualitative and quantitative reporting and insights.
• PureStat -A statistical approach to web attribution analytics that measures the response curve of TV airings and extrapolates the hidden signal from the visible signal through a proven methodology
• TimeTrack -A proprietary database of media trends and buying behaviors; iBoard, a real-time dashboard that delivers up-to-the-minute data tracking
• Market Retail Penetration Index (MRPI) -A proprietary testing methodology used to determine retail response and lift at brick and mortar stores.

"We are excited about the addition of a new resource that expands on our agency's leading data science capabilities," said George Leon, Senior VP of Media and Account Management at Hawthorne. "Our proprietary measurement and analytic tools help take the guesswork out of the equation, helping clients better understand their customers, the product and the market. This 'art of brand and science of analytics' approach adds proven data insights to the creative process, helping you really understand what consumers really want, how to strategically engage consumers and align when and where to reach consumers."

Hawthorne has always been a market leader in analytics and attribution in advertising. We constantly encourage our team members to be in think tanks and challenge ourselves with questions, like "what is the next big thing in advertising going to be?" said Jessica Hawthorne-Castro, CEO, Hawthorne Direct. "Every day we dig deep and innovate. It's exciting; we love to see what develops and thrive on it."

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.

For more information, please visit
www.hawthornedirect.com and http://www.linkedin.com/company/hawthorne-direct

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SOURCE Hawthorne Direct

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