Analytics | Hawthorne Advertising

From metrics to meaning: why emotional analytics are the next frontier in brand strategy

If you’re only tracking metrics like clicks and views, you’re only scratching the surface. In this insightful Forbes Agency Council piece—“From Metrics to Meaning: Why Emotional Analytics Are the Next Frontier in Brand Strategy”— Jessica Hawthorne-Castro explores how emotional analytics are reshaping how brands connect, resonate and build loyalty with consumers. Emotional data isn’t just about numbers—it’s about building meaningful relationships. AI tools are now helping brands sense joy, frustration, nostalgia and more—and translate that into smarter strategy.

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Simplifying the power of predictive modeling for marketing success

Agency Press / By Paulina Rzepkowska

Predictive analytics is the backbone of modern data-driven decision making in marketing. Here are tips on getting started and scaling up to empower your campaigns.

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14 Innovative Ways Agencies Are Leveraging Machine Learning Ad Tools

Agency Press / By Paulina Rzepkowska

Question: What Is One Of The 14 Innovative Ways Agencies Are Leveraging Machine Learning Ad Tools?
Answer: Determining Baselines For Campaign Data And Success Metrics.

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5 smart strategies for managing marketing analytics in a digital world

Agency Press / By Paulina Rzepkowska

Businesses looking to develop a well-rounded, accurate view of their marketing efforts need to blend old-school detail work with modern tech tools.

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Manage Smarter 74: How to Reach the C-Suite Sooner

Agency Press / By Shane Martin

Jessica Hawthorne-Castro is the CEO and owner of Hawthorne Advertising. an award-winning technology-based advertising agency specializing in analytics and accountable brand campaigns. Link to Episode In this episode, Audrey, Lee and Jessica discuss: How she rose from the mail room of a talent agency to the C-Suite The #1 mistake managers make regarding goal setting

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Time to Stop Talking Around Big Data, Embrace It and Drive Your Business Forward

Agency Press / By jfrancis

Author: Jessica Hawthorne-Castro, CEO Original Link: Digitizing Polaris Date Published: July 21, 2017 One of the most pressing challenges facing modern businesses today is shifting culture towards a data scientist-driven approach. To complete this shift, a company doesn’t just need a big data strategy, it needs a business strategy that incorporates big data in a

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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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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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