THE NEXT EVOLUTION IN DATA-DRIVEN DECISION-MAKING.
Our suite of proprietary tools and partner platform integrations decodes complex media ecosystems, transforming every touchpoint into an opportunity for growth through optimization.
ADVANCED ANALYTICS & MEASUREMENT
IntelliMedia™
Advanced analytics models and methodologies for crystal clear measurement, attribution & reporting.
IntelliMedia™ quantifies the interconnected complexity of media channels to forecast the optimal media mix, using multiple methodologies, including:
- Bayesian Probability
- Regression Modeling
- Correlation Analysis
- Awareness Lift Studies
- Path-to-Conversion Mapping
- Reach Incrementality
IntelliMedia™ provides a customizable and sophisticated approach to media mix modeling, accounting for known and unknown variables that impact future performance. Hawthorne leverages this intelligence to deliver campaign insights in real-time, along with key, predictive recommendations to drive growth and media efficiency along the entire customer journey.
IMPULSE OPTIMIZATION
PulseTrack™
Hyper-granular linear media measurement.
PulseTrack™ evaluates linear media performance down to granular levels – specific stations, dayparts, and audience segments. By leveraging advanced time-decay models, it tracks impulse responses in real-time, capturing immediate consumer engagement for each airing. PulseTrack™ is leveraged to optimize placement, creative lengths, and media strategy in flight, enabling swift adjustments to fine-tune each airing for maximum impact.
PERFORMANCE HEATMAPPING
SpotScore™
Map and score top-performing media placements aligned to your KPIs.
SpotScore™ is a dynamic media test scoring and planning tool. By analyzing performance across stations and dayparts through detailed heat mapping, SpotScore™ offers data-driven insights with pinpoint accuracy on where to best place media investments. Whether the goal is lead generation, reach, awareness, or a hybrid, SpotScore™ identifies the top-performing media placements for specific KPIs, ensuring every dollar is aligned to goal.
RETAIL TEST MARKET MAPPING
MarketMax™
Analyze retail impact against population metrics to sharpen market test strategies.
MarketMax™ uses Hawthorne’s Market Retail Penetration Index (MRPI) to map the distribution of retail outlets against population data across DMAs. This system highlights regions where a brand is over- or under-indexed in retail presence, allowing for accurate test and control market selections. By providing insights into where media tests or rollouts should be concentrated, MarketMax™ improves the impact of drive-to-retail campaigns.
IMPRESSION TRACKING
AdSight™
Capture media trends across any time
series for actionable intelligence.
AdSight™ provides detailed time series tracking of hourly impressions across all national TV networks. By capturing and displaying media impression trends YoY, QoQ, MoM, and WoW, AdSight™ delivers intelligent, actionable reporting for aggressive rate negotiation, seasonal media trend spotting and data-driven planning.
AUDIENCE INTELLIGENCE
AudienceEQ™
Transforming audience data into actionable insights for sophisticated targeting.
AudienceEQ™ leverages a mix of proprietary and leading industry tools – transforming audience data into actionable insights to ensure precise alignment with client objectives. Our approach encompasses behavioral and attitudinal analysis, media consumption trends, competitive set analysis and predictive modeling to deliver a 360-degree view of the target audience in today’s dynamic media environment.
REPORTING VISUALIZATION
Impact360™
Delivering comprehensive dashboard reporting, data driven insights and decision-ready intelligence for maximum campaign impact.
Impact360™ is a cutting-edge reporting that tracks and visualizes the performance of your campaigns through customized, interactive dashboards. With real-time data at your fingertips, Impact360™ provides a holistic view of key metrics and performance indicators, giving you a clear understanding of your campaign’s reach and impact. Impact360™ delivers actionable insights derived from deep data analysis, helping you optimize strategies and drive stronger results. Whether monitoring media performance or analyzing consumer engagement, Impact360™ turns data into decision-ready intelligence.
