1. http://blog.retailing.org/what-is-big-datas-secret-sauce
What Is Big Data’s Secret Sauce?
by Vi Paynich on Jul 27, 2015 8:30:00 PM D2C Convention, Masters Series
The direct response industry’s decades of
success using analytics and attribution are its
best-kept secret. As the advertising landscape
moves further ahead into the digital era, and as
Big Data has become the “norm,” the need for
solid analytics and attribution are more
important than ever before. On Thursday,
October 8, join Jessica Hawthorne-Castro,
CEO, Hawthorne Direct, as she discusses how
today’s marketers—when armed with campaign
performance measurement and assessment
data points—can better coordinate their natural and paid search tactics with their TV
campaigns in a way that ultimately boosts conversion rates.
During this one-hour session, entitled Big Data’s Secret Sauce, she will be joined by
GoDaddy’s Eric Fischer and Rhonda Tate, RW Direct/Positec Tool Co.
ERA recently caught up with Jessica Hawthorne-
Castro to learn more about this session, which will
be presented during the upcoming ERA D2C
Convention.
Tell us about your company and what you do.
JHC: Hawthorne Direct, a creative, analytics and
technology-driven advertising agency, specializes in

2. 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. The company has developed successful
award-winning campaigns for countless Fortune 500 brands.
What is the biggest challenge that marketers face when it comes to analyzing
big data?
JHC: The sheer number of touch points and potential metrics that exist in both the
online and offline marketing environments is one of the biggest challenges that
marketers face when it comes to analyzing big data. Few would argue the fact that there
is an abundance of data to look at; it’s just knowing exactly which metrics warrant
measurement, review, and the appropriate actions for the data set. That’s why it’s very
important to have analytics tying together all points of consumer contact and metrics.
The core of our data science approach allows for a 360-degree view and visualization of
integrated data through numerous robust technologies.
How can marketers leverage it to enhance their marketing campaigns?
JHC: By using the right tools. For example, marketers should look for a tool that
delivers high-level predictive intelligence for media planning, optimization, and
estimation of KPIs. Some other tools to consider include:
 A data science source and media planning process that optimize all client
campaigns with qualitative and quantitative reporting and insights.
 A tool that takes a statistical approach to Web attribution analytics and measures
the response curve of TV airings, then extrapolates the hidden signal from the
visible signal through a proven methodology.
 A tool that determines retail response and lift at brick-and-mortar stores.
Why should people attend your session?

3. JHC: This will be an interactive discussion about how DR marketers know exactly what
it takes to effectively dissect data right down to the geographic positioning of customers.
DR marketers also know exactly what consumers are looking for digitally and how to
target them (i.e., which keywords will pop into customers’ minds as they search online
for products they saw on TV).
What are 3 important takeaways that attendees can expect from your
session?
JHC: For starters, we will review how today’s marketers—when armed with campaign
performance measurement and assessment data points—can better coordinate their
natural and paid search tactics with their TV campaigns in a way that ultimately boosts
conversion rates.
Next, we’ll look at how the advertising landscape moves further ahead into the digital
era and Big Data has become the ‘norm,’ the need for solid analytics and attribution are
more important than ever before. Attendees will leave this session understanding just
why the need is becoming ever more critical.
Finally, this session will reaffirm for some and educate others on just how DR has
always been about measurement, attribution, and using proprietary algorithms to make
quick decisions.
What do you like most about the direct response industry and why?
JHC: Direct response is by far the best example of honesty in accountable advertising.
As an advertising agency that specializes in analytics and technology-driven
advertising, we are 100 percent accountable for every marketing dollar our clients invest
in their campaigns and the precise results that came from that output. There is nothing
more gratifying than to see the results from our strategic planning come to fruition.
To register for the 2015 ERA D2C Convention, click here.
Photo by Stuart Miles/FreeDigitalPhotos.net
Vi Paynich's blog