Industry Research | Hawthorne Advertising

Automating the mixed-media model improves accountability

Agency Press, Industry Research / By jfrancis

Author: Jessica Hawthorne-Castro, CEO Original Publication: Marketing Drive Date Published: July 11, 2017 Editor’s Note: The following is a guest post from Jessica Hawthorne-Castro, CEO of agency Hawthorne. As marketing budgets have soared, so has the need for accountability. For direct response marketers, this comes as no surprise. The 2016-2017 “CMO Spend Survey” from Gartner found that marketing budgets increased […]

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Four International Trends to Watch in 2017

Agency Press, Industry Research / By jfrancis

Author: Jessica Hawthorne-Castro Original Link: ER Magazine Date Published: May – June Issue 2017 Some 95 percent of the world’s consumers reside outside of the United States, the U.S. Chamber of Commerce says, so the lure of the international marketplace is strong for marketers seeking new customers, business opportunities, and higher revenues. But while thinking beyond borders

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Opinion Improving marketing ROI with data analytics

Agency Press, Industry Research / By jfrancis

Author: Jessica Hawthorne-Castro, CEO Original Publication: Information Management Organizations are increasingly adopting big data analytics to understand and then fix business problems. They’re learning how to extract value from multi-sourced information and then relate that information to an issue in their marketing, manufacturing, advertising, or shipping, etc. For example, T-Mobile (and the other main carriers)

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5 Ways to Pull Order and Insights from Big Data

Agency Press, Industry Research / By jfrancis

Author: Jessica Hawthorne-Castro Original Link: Datanami Date Published: June 1, 2017 Walmart is a global leader in using data analytics to form insights. For example, the company previously used data generated during hurricanesto better estimate demand for emergency supplies, so it could be best prepared to meet customer needs. The company focuses on both reactive and proactive analytics, so

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Three Trends Shaping the Future of Consumer Privacy Online

Agency Press, Industry Research / By jfrancis

Author: Jessica Hawthorne-Castro, CEO Original Publication: ER Magazine Date Published: March/April 2017 Issue In November 2016, Verizon outlined a plan to combine consumers’ offline information—postal addresses, email addresses, device type, etc.—with browser cookies in order to be able to sync personally-identifiable data with an individual’s browsing history and mobile app usage. Following similar, previous announcements from Google and

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5 MARKETING EXPERTS PREDICT THE FUTURE OF TV ADVERTISING

Agency Press, Industry Research / By jfrancis

Author: The Living Room, quote by Jessica Hawthorne-Castro Title of piece: 5 Marketing Experts Predict the Future of TV Advertising Original Publication: The Living Room Date Published: March 27, 2017 The future of television advertising is always a controversial subject. But should that be the case? Since the rise of online advertising, many have questioned

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