Ogilvy began using CI earlier this year, but made some modifications – such as the ability to gauge the impact of advertising on the earned media initiatives – before unveiling it at the Advertising Research Foundation's Audience Measurement 4.0 Symposium, which took place June 23 and 24 in New York.
CI measures the impact that social media influencers and consumers have on brand positioning based on three marketing objectives: awareness; action, such as clicks or sales; and preference. The latter of which is defined by John Bell, global MD of Ogilvy's 360 Digital Influence Group, as "the outcome of people becoming engaged with the brand."
The driver behind CI was to create a “simple social media model,” he said. Bell noted that today's social media measurement tools are "not necessarily as friendly to a traditional brand marketer or communications specialist.”
Ogilvy is employing CI for all of the firm's clients in some way, Bell said. The firm is now working to start building dashboards for the CI model.