Tag: Data

Omnichannel

6 Ways To Thrive In Today’s Challenging Omnichannel Economy

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By Jessica Hawthorne-Castro 

Original Publication: YPO.Org

Date of Publication: October 9, 2018

Today’s marketing landscape is broader, deeper and more complex than ever before. There are more channels, more choices and more customers who get more savvy every day. Thriving in this “omnichannel marketing” playground is a balancing act. Companies have to continuously evaluate and strengthen customer touchpoints while delivering a consistent and seamless experience across all channels.

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Why direct response TV marketing is still effective

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By Bill Cogar

Original Publication: SmartBrief

Date of Publication: October 23, 2018

Any advertisement that engages consumers and asks them to respond directly to a brand in the form of a click, call or purchase, including but not limited to mailers, billboards, social and display advertisements, emails, texts or calls is known as responsive or accountable advertising. When TV is the medium, it is known as Direct Response TV Advertising,

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Neuromarketing

What Marketers Need to Know About Neuromarketing

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Author:  Kaya Ismail with Jessica Hawthorne-Castro

Original Publication: CMSWire 

Date Published: September 25, 2018

Personalization is now a fundamental feature of any good customer experience. For instance, 84 percent of customers say being treated like a person, not a number, is very important to winning their business. In other words, customers expect brands to remember their names and preferences throughout their customer journey. But marketers have found that when it comes to gathering all that data,

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“If You’re Looking For A Job In Advertising, Strive To Combine Your Right Brain Creativity With Left Brain Data”

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By Jessica Hawthorne-Castro 

Original Publication: Howigotjob.com

Date of Publication: September 24, 2018

Why Did You Seek Out A Career In The Advertising Industry?
Patience has never been my strong suit, so finding a career that allows me to see immediate results was a natural fit for me. Advertising provides the best of both worlds – a perfect combination of working directly with clients and leveraging creativity.

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Data Savvy Marketers

5 Ways Marketers Can Hire Data-Savvy Talent

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By Jessica Hawthorne-Castro 

Original Publication: Recruiter.com

Date of Publication: September 25, 2018

The field of marketing and advertising has historically attracted a wide range of people with a wide range of skill sets and interests. Communication, psychology, art, writing, and business are all part of the marketing stew — and increasingly, so is data science. While the Mad Men days of collaborative brainstorming and flashes of inspiration are not completely gone,

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Jessica Hawthorne-Castro

How Agencies Can Help Prepare The Next Generation Of Data-Driven Marketers

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By Jessica Hawthorne-Castro 

Original Publication: AdExchanger

Date of Publication: September 20, 2018

Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Jessica Hawthorne-Castro, CEO at Hawthorne.

The rise of data science has had a major impact on just about every industry out there,

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Four Best Practices For Successful, Responsive Media Campaigns

Four Best Practices For Successful, Responsive Media Campaigns

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Author: Jessica Hawthorne-Castro for Forbes Agency Council

Original Publication: Forbes

Date Published: September 12, 2018

It’s getting harder for brand advertisers to earn market share with traditional media approaches. At the same time, targeting consumers and business-to-business customers can also be difficult.

What’s needed is accountable media that scales to the client’s needs, uses data-driven campaigns, capitalizes on advanced technologies, is performance-based and can be measured.

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Standing Out When Marketing Noise is Louder than Ever

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By Jessica Hawthorne-Castro 

Original Publication: MarTechSeries.com 

Date of Publication: July 26, 2018

Six Ways To Fight Back And Rise Above The Crowd When The Noise Around You Gets Too Loud For You And Your Customers To Ignore

In a time where the consumer wants, needs, and behaviors are evolving as rapidly as technology and data, it’s becoming harder for marketers to stand out and rise above the noise.

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Jessica Hawthorne-Castro

Opinion Improving marketing ROI with data analytics

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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) consistently use big data analytics to spot the reasons for (and prevent) customer turnover.

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