Content Intelligence Launch for Former Ogilvy Data Head

In Australia, Leon Bombotas, formerly Head of Data at ad agency Ogilvy, has launched his own firm, Newsroom.ly, combining web analytics, AI and data-science to help clients measure the impact of their content.

The platform measures performance across earned and owned media channels and formats, giving each piece of content an Impact Score rating it out of 100. The score is built from an evaluation of views, engagement, conversation and ROI. The platform employs text mining and data science to analyse which 'narratives' have the highest impact on audiences, and the Score is described as 'a new universal standard for content performance-measurement'.

According to Bombotas (pictured), content consumption is at an all-time high and with 'a multitude of digital channels being accessed everyday, achieving meaningful engagement and reach is becoming increasingly difficult'. The new platform can measure earned and owned content, he says, 'allowing marketers to achieve greater relevance by finessing their content strategy, and publishers to focus their narratives to what's garnering more consumer interest'.

The new platform's home page is at www.newsroom.ly .