Ogilvy Aus Rolls Out Impact4 Measurement System

Ogilvy Public Relations Australia has launched a proprietary measurement system called Impact4, which combines predictive analytics, statistical outcome modelling, and integrated search optimisation.

Built in partnership with global media analysis and evaluation firm Metrica, the system offers 70 different tools and techniques to measure PR and communication campaigns, and provides clients with a graphic dashboard interface for real-time campaign analysis.

The system also includes social media analysis tools from companies such as Socialbakers, Radar, PeerIndex, Radian6, and BuzzNumbers, and its out-takes are measured in partnership with group companies Added Value, AMR and Yellow Square.

Richard Brett (pictured), Group MD, Consumer, who led the development of Impact4, says the system puts all the firm's measurement knowledge in one place, 'combining the very best tools and techniques from around the world in both social and traditional media analytics.'

The company, which is a joint venture between WPP and STW Group, is online at: www.ogilvypr.com.au .