Ogilvy PR Measures Up For Clients

Ogilvy PR Measures Up For Clients
SHARE
THIS



Ogilvy Public Relations Australia, part of STW Group, has launched its proprietary measurement system, Impact4, which offers its clients and organisations more than 70 different tools and techniques to measure public relations and communication campaigns.

It combines the very latest measurement techniques, analysis software and tools, with a mathematical thread that allows Ogilvy PR Australia to be the first public relations consultancy in Australia to offer a unique combination of predictive analytics, statistical outcome modelling, independent analysis and integrated search optimisation methodology.

Impact 4 supports AMEC’s Barcelona Principles on measurement and is based on four specific principles. First it is built on a bespoke framework of different measures, allowing clients to build their own unique model. Secondly, it offers clients a fully graphic dashboard interface to analyse, in real time, the results of the campaign.  Thirdly it is based around a constant quarterly cycle of review and insight based learning, and lastly and most importantly, it is powered by and built with, a relationship with Metrica (a global media analysis and media evaluation consultancy headquartered in London), allowing fully independent measurement across all Ogilvy Public Relations Australia clients.

Impact4 is organised into four groups of measurement:

Inputs

Success is agreed at the beginning of each campaign or year with a number of proprietary tools including the Impact4 Scorecard and Impact4 Measurement Matrix. KPIs across communications outputs, out-takes and business outcomes are all set and agreed during this phase.

Outcomes

A full suite of statistical correlation techniques is offered which allows Ogilvy Public Relations to directly understand how a campaign makes an impact to a client’s business. Out-takes and outputs are correlated to business results via regression and correlation techniques. Finally, predictive analytics tools are offered to allow the agency to accurately predict the increase in revenue and sales of a campaign.

Out-takes

A full suite of communication out-take measures are offered, including awareness change, attitude change and propensity. A full suite of social media measures, powered by twelve different social analytics tools also forms part of the offer. The agency is also including a fully integrated complement of SEO tools within Impact4.

Outputs

A full range of campaign output measures, analysed independently by Metrica, is grouped into four levels, and includes over 50 different ways to measure a campaign’s quantity and quality. Part of the system can score the quality and quantity of a campaign in a single number (Impact Points), allowing an easy and simple way to track a campaign over time.

Kieran Moore, CEO Ogilvy Public Relations Australia said: “The launch of Impact4 reflects Ogilvy Public Relations’ new global standards for measurement and builds on our commitment to offer a state of the art measurement offering. Our clients are sophisticated. They need hard data and together we need to measure the impact of our work. We have gone above and beyond with Impact4 and we are excited to launch it.”

Richard Brett, Group Managing Director, Consumer, Ogilvy Public Relations Australia, who led the development of Impact4 for the agency said: “Impact4 puts all of our measurement knowledge in one place, combining the very best tools and techniques from around the world in both social and traditional media analytics. And, because it is fully tailored specifically for each client need, it allows clients to have a measurement tool that is both insightful and real time.”

The agency’s new system follows an eight month internal build process and client review.

Ogilvy PR is a joint venture between WPP and STW Group, Australia’s leading marketing and communications service group.

Latest News

NITV Announces Four Indigenous Executive Appointments
  • Media

NITV Announces Four Indigenous Executive Appointments

National Indigenous television service NITV has announced four senior Indigenous appointments who will be responsible for growing its on-air and online platforms. Rhanna Collins, a proud Palawa woman, has worked at NITV for the past four years and has been appointed as executive editor, working across the TV station’s news and current affairs digital and […]

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends
  • Campaigns

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends

Queensland’s Transport and Main Roads Department (TMR) and creative agency Publicis Worldwide are targeting drink-driving over the holiday season with a new road safety campaign launching this week. The campaign is encouraging people to organise a #LiftLegend to make their way home. Set to the Bette Midler classic, Wind Beneath My Wings, this is the […]

Bunnings & Esky Plus Launch Frightfully Good Summer Ad
  • Advertising
  • Campaigns

Bunnings & Esky Plus Launch Frightfully Good Summer Ad

Cooler box maker Esky together with Bunnings have launched their latest TV commercial titled ‘Prey’ with the release of the new Esky Plus. Set against a far Northern Queensland looking river backdrop, the ad features a frightfully large crocodile as it launches from the riverbed and absconds with the product. The ad, which was conceived […]

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy
  • Marketing

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy

The Association of Market and Social Research Organisations (AMSRO) today applauded the Australian Competition and Consumer Commission’s (ACCC) preliminary Digital Platforms Inquiry report and proposals to further protect the privacy of individuals across the digital landscape.

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform
  • Advertising
  • Technology

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform

AppNexus, a Xandr company and leader in advertising technology, has announced that agreements with many direct publishers in the AppNexus marketplace and partnerships with third-party transparency companies have facilitated one of the programmatic advertising industry’s first fee-transparent supply-side platforms (SSP), giving buyers an unprecedented level of visibility into technology fees. “Through our policies and partnerships, AppNexus […]

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine