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In a bid to enhance marketing efficiency and increase Return on Investment (ROI), OgilvyAfrica has introduced OBrio, an innovative media intelligenceplatform that offers unparalleled clarity and control over mediaperformance across all channels. OBrioconsolidates performance data into a single, actionable dashboard that provides the most comprehensiveand customisable analytics in the industry.
With its interoperable cross-channel performance tracking, businesses can now monitor and compare performance across traditional media, digital marketing, social media, mobile apps, and websites, offering a holistic perspective on returns from all marketing efforts.
“In today’s data-driven landscape, where decision-making is key to success and marketing budgets must be justified, OBrio shifts the focus from numerous isolated metrics to a singular, unified ROI metric,” said Vikas Mehta, CEO of Ogilvy Sub-Saharan Africa. “We’ve created a platform that transcends traditional reporting, delivering real-time analytics and a powerful OBrio Score that provides businesses with a reliable source of truth to measure marketing impact,” he added.
The OBrio Score is a proprietary performance metric that gives businesses an instant overview of their marketing effectiveness. Utilising an advanced statistical model, the OBrio Score analyzes marketing data from all channels, factoring in elements such as reach, engagement, sentiment, conversions, and more. This comprehensiveanalysis results in a unified metric that clearly illustrates overall marketing effectiveness and ROI.
Furthermore, the OBrioplatform offers near real-time analytics across various media channels, complete with customisable reports. Users can track key performance indicators (KPIs) pertinent to their business, ensuring they stay informed about their marketing spend and can adapt strategies as necessary.
“OBrio eliminates the uncertainty in campaign optimisation. It underscores our commitment to providing world-class MarTech solutions to businesses in sub-Saharan Africa. Our solution is proudly developed in Africa to empower businesses to make informed marketing decisions while remaining competitive in their sectors,” said Vikas Mehta, CEO of OgilvySub-Saharan Africa.
Available as a Software as a Service (SaaS) solution, OBrio is now accessible for marketers and businesses looking to enhance their marketing efforts. OgilvyAfrica invites users to sign up and experience the platform with a free trial.
The name OBrio draws inspiration from the term ‘brio,’ which signifies energy, enthusiasm, and liveliness.
“Our goal is to infuse data with that same vitality, transforming raw numbers into dynamic, actionable insights that propel our clients’ businesses forward,” Vikas concluded.
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