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Creative Commons with Attribution license. Attribute: Ogilvy 360 Digital Influence. page 1 of 8
Conversation Impact™ (continued)
Measure cross-channel.
De-emphasize metrics that don’t
allow apples-to-apples comparisons.
Current approaches to advertising focus on measurement of such
items as ad recall, ad reach, ad frequency, in-category brand aided/
unaided recall (for evaluating awareness/consideration), intent to
purchase and net promoter surveys (for evaluating preference);
and—for measurable media such as online ads—action/conversion
rates (for evaluating action or conversion).
Creative Commons with Attribution license. Attribute: Ogilvy 360 Digital Influence. page 2 of 8
Conversation Impact™ (continued)
Reach/Positioning
• UMV – blogs, site, microsite, applications, other, total #/%
change
Preference
• Sentiment index of online conversation (% positive–% nega-
tive), #/pts change, people reached vs. all, Cost Per Increase
in Sentiment Index (CPISI)
Action
• Registration: RPA, CPA, $, #
Some of these metrics are based on data from social media moni-
toring software; other metrics are obtained from server logs, Google
and other analytics data, and surveys.
Awareness/Reach/Positioning
• Share of total voice within category = volume of mentions for
brand / total volume of discussion in category3
Creative Commons with Attribution license. Attribute: Ogilvy 360 Digital Influence. page 4 of 8
Conversation Impact™ (continued)
Preference
• Share of positive voice within category = volume of positive-
sentiment mentions for brand/total volume of positive-sentiment
mentions in category
• Can also be compared to / calculated as share of net positive
voice, which = volume of (positive – negative) mentions for brand
/ total volume of (positive – negative) mentions in category
• Calculated via social media monitoring/listening software or
through a direct consumer survey
• Cost per point increase in above metric
Action
• Campaign- or influencer-attributable actions
• Calculated using tracking analytics or through Ogilvy’s social
media activation platform technology
Creative Commons with Attribution license. Attribute: Ogilvy 360 Digital Influence. page 5 of 8
Conversation Impact™ (continued)
48% 48%
20%
10%
6%
Creative Commons with Attribution license. Attribute: Ogilvy 360 Digital Influence. page 6 of 8
Conversation Impact™ (continued)
18.2%
18.0% 17.7%
17.0%
17.1%
16.0%
16.2%
4-month Trend
15.0%
Creative Commons with Attribution license. Attribute: Ogilvy 360 Digital Influence. page 8 of 8