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OgilvyLIVE



Marketing insights through technology

Ogilvy & Mather
Global Data & Analytics
The OgilvyLIVE dashboard is a leading-edge technolog y platform that enables marketing
organizations to cost-eff iciently monitor, evaluate and optimize their marketing ROI on an
ongoing basis.
Contents




About OgilvyLIVE     3


Monitor              4


Evaluate             5


Optimize             6


Technical features   8


Contact us           12
About OgilvyLIVE
Traditional software vendors have failed to develop technology solutions that
encapsulate the diversity of marketing investments and the complexity of their
impact on business performance in a way that feeds into decision-making
processes. OgilvyLIVE fills this void and has been adopted by leading marketers
in the telecommunications, financial services, automotive, technology and
retail industries globally.




Benefits of OgilvyLIVE: OgilvyLIVE enables its customers to extract more value from
limited marketing budgets by providing:

	   •	 	 60° view of marketing: Integrated marketing data repository provides marketers with
       3
       a unique view of all marketing KPIs and underlying investments, across digital
       and traditional media activities

	   •	 	 nteractive visualization: Built-in dashboards allow for rapid generation of insights
       I
       by nontechnical marketing users, enabling them to extract more value from
       existing data acquisition investments

	   •	 	 ngoing ROI evaluation: Marketers are able to monitor the effectiveness and
       O
       efficiency of their marketing investments on an ongoing basis

	   •	 Actionability: Advanced optimization and what-if scenario engine allows marketing
       decision-makers to increase marketing productivity for future investments

                                               3
•	 	 peed of insight: Data management and analytics automation allows marketers
       S
       to identify underperforming activities faster and to respond to new investment
       opportunities. Rapid insights enable increased value generation

	   •	 	 ff-the-shelf: OgilvyLIVE is available on a subscription basis, enabling large marketing
       O
       organizations to deploy the platform rapidly, at a fraction of the cost, complexity
       and risk of an in-house solution

Ogilvy Analytics has formed a close partnership with GroupM to offer OgilvyLIVE.
For more information about Ogilvy Analytics, please visit www.analytics.ogilvy.com or
email us at analytics@ogilvy.com

OgilvyLIVE consists of three modules: Monitor, Evaluate and Optimize.




Monitor
Most advanced marketing organizations fail to realize the full value of the time and
money spent on collecting and acquiring data, because this information is typically
scattered across the enterprise or is presented to users in complex reporting solutions.

This module provides marketers with a set of customizable marketing dashboards
designed to rapidly generate insights from complex and disparate marketing
data sources.




                                               4
Monitor enables marketers to extract more value from existing data assets by
cost-efficiently integrating data feeds into an intuitive on-demand dashboard
built specifically for marketers. More specifically, this module enables users to:

	   •	 	 isualize	their	business	performance	across	a	wide	range	of	marketing	
       V
       KPIs, including financials, brand health and direct response metrics

	   •	 	 onitor	marketing	investments	across	all	communication	channels,	
       M
       including traditional media, digital media and direct response, as well as
       across all other marketing initiatives

	   •	 	 orrelate	business	performance	against	marketing	investments,	and	
       C
       identify trends

	   •	 	 ave	a	single	view	of	the	world	across	their	product	portfolio	and	all	
       H
       geographies in which they operate

A broad range of built-in dashboards enables marketers to generate insights
rapidly. Business scorecards, maps, trend analyses and analytical charts are
combined to maximize the insights and value extracted from the underlying
data repository.

Users and administrators can customize their view and create custom screens
for private use or to be shared with other users.




Evaluate
This module allows technical and business users to evaluate the ROI of marketing
activities. OgilvyLIVE leverages advanced marketing-mix analytics that isolate
the incremental contribution of marketing investments to business performance.
This analysis can be augmented with other analytical approaches, such as pre- and
post-analysis, direct response or survey-based evaluation, to ensure a holistic view of
marketing effectiveness.




                                            5
Business users can leverage this module to evaluate the effectiveness and
efficiency of marketing investments to drive incremental business performance,
across all marketing and communication channels. They can also understand
drivers of their business and perform “due-to” analyses.

Technical users can also review the specifications and robustness of the
statistical models fueling the ROI evaluation framework and subsequent
optimization and what-if scenarios.




Optimize
This module enables marketers to maximize the ROI of future investments and
accelerate growth by leveraging advanced optimization and simulation capabilities.
This can be achieved at two levels:

  1. By optimally sizing quarterly or annual marketing budgets and allocating
     them across geographies, products and marketing tactics

  2. By optimally phasing marketing campaigns on a weekly basis




                                         6
OgilvyLIVE is one of the most advanced marketing optimization engines
available today. It has been used to optimize the allocation of multibillion-dollar
marketing investments. It provides the following advanced features,
while shielding users from the underlying complexity of its data and algorithms,
to analyze:

	   •	Decreasing	returns	and	saturation	levels	

	   •	Carryover	effects	and	long-term	impacts	

	   •	Business	constraints	and	threshold	levels	

	   •	Weekly	seasonality	levels	and	cost	per	unit	

	   •	Cannibalization	and	halos	within	the	product	portfolio	

The OgilvyLIVE optimization framework enables marketing organizations to
ground their future investments in statistically valid historical measurements,
without	being	constrained	by	them.	Historical	analysis	can	easily	be	augmented	
with expert assumptions, new dynamics or survey-based approaches to ensure a
holistic, forward-looking investment framework.




                                          7
Technical Features
OgilvyLIVE Architecture

OgilvyLIVE provides an integrated view of marketing and communications across a wide
array of data feeds. OgilvyLIVE has	automatic	feeds	from	various	Web-analytics	and	
social media platforms.



                                                                 OgilvyLIVE Application



                          TM




                                         8
Administration

The Administration section allows administrators to manage application features,
properties and user access privileges in OgilvyLIVE.




Data Management

The Data Management section is core for all data administrators to upload and import
new data and models in the OgilvyLIVE application. It allows data upload through
scheduled FTP and email attachments. Data Manager allows administrators to upload
files and define the data to import into OgilvyLIVE.




                                           9
Data
Administrators can upload data files directly from their computers in a zipped
format that contains Excel and Text files. The data is uploaded directly into the
OgilvyLIVE database after the mappings are validated.

Metadata
The Metadata Management screen allows administrators to directly edit
metadata within the Data Management console in OgilvyLIVE. The preview
mode enables visualizations of data displayed through the OgilvyLIVE interface,
making this a user-friendly experience.

Model
The Model Import screen allows administrators to directly upload, validate and
import model data into the OgilvyLIVE database. It also allows administrators
to directly edit model data within the Data Management console in OgilvyLIVE
and import it to the OgilvyLIVE database.



Custom Screen

The Custom screen allows administrators to customize screens by adding panels and
copying, editing and deleting screens. They can modify screen design, colors, tabs, etc.,
using this module.




                                            10
Security

OgilvyLiVe was developed as a secure online platform to host highly sensitive
corporate data. Key security features include:

	   •		 hysical	security:	Secure	in-house	data	center	
      P

	   •		 etwork	security:	All	databases	and	applications	protected	by	firewall
      N

	   •	Systems	security:	All	servers	within	network	protected	by	passwords

	   •		 pplication	security:	User	names,	timeouts	and	forms	authentication
      A

	   •		 ata	backup:	Daily,	weekly	and	monthly	backups
      D

	   •		 isaster	recovery:	Compliant	with	SOX	regulations
      D

Ogilvy & Mather takes strong measures to protect the security of client data and
to ensure that clients’ choices for its intended use are honored. Certified third-
party	security	audits	are	done	periodically	to	ensure	security.	Strong	precautions	
are taken to protect client data from loss, misuse, unauthorized access or
disclosure, alteration and destruction.

Data is never shared outside the company without clients’ permission. Inside the
data warehouse, data is stored in password-controlled servers with limited access.
However,	as	effective	as	any	security	measure	implemented	by	us	may	be,	no	
security system is impenetrable. Questions regarding security can be directed
to us at analytics@ogilvy.com



Hardware & Software Requirements

    Hardware

	   	 •		 inimum	1	GHz	32-bit	(x86)	or	64-bit	(x64)	processor	such	as	
        M
        intel	Pentium®	4,	intel	Centrino®,	intel	Xeon®,	or	intel	Core™	Duo	
        (or	compatible)	processor	

	   	 •	Minimum	512	MB	of	RAM	(1	GB	recommended)	

	   	 •		 inimum	screen	resolution:	1024	x	768	pixels	with	16-bit	video	card	
        M
        (1280		x	1024	recommended)	




                                             11
Software

	   	 •		 indows	internet	explorer	7.0	and	above	or	Firefox	3.0	and	above
        W

	   	 •		 roadband	internet	connection	(DSL,	cable	modems,	T	networks,	
        B
        etc.,	of	2	Mbps)

	   	 •		 lash	Player	version	10.0	and	above	
        F

	   	 •		 latform:	Windows	XP	SP2,	Windows	Vista	or	Windows	2000	with	
        P
        all	available	Service	Packs	applied;	for	Mac	users,	Mac	OS	X

	   	 •		 icrosoft	excel	for	data	download	(optional)
        M




Contact us
analytics@ogilvy.com
212- 237-4000
636 11th Avenue
New	York,	NY	10036




                                          12
OgilvyLIVE Brochure

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OgilvyLIVE Brochure

  • 1. OgilvyLIVE Marketing insights through technology Ogilvy & Mather Global Data & Analytics
  • 2. The OgilvyLIVE dashboard is a leading-edge technolog y platform that enables marketing organizations to cost-eff iciently monitor, evaluate and optimize their marketing ROI on an ongoing basis.
  • 3. Contents About OgilvyLIVE 3 Monitor 4 Evaluate 5 Optimize 6 Technical features 8 Contact us 12
  • 4. About OgilvyLIVE Traditional software vendors have failed to develop technology solutions that encapsulate the diversity of marketing investments and the complexity of their impact on business performance in a way that feeds into decision-making processes. OgilvyLIVE fills this void and has been adopted by leading marketers in the telecommunications, financial services, automotive, technology and retail industries globally. Benefits of OgilvyLIVE: OgilvyLIVE enables its customers to extract more value from limited marketing budgets by providing: • 60° view of marketing: Integrated marketing data repository provides marketers with 3 a unique view of all marketing KPIs and underlying investments, across digital and traditional media activities • nteractive visualization: Built-in dashboards allow for rapid generation of insights I by nontechnical marketing users, enabling them to extract more value from existing data acquisition investments • ngoing ROI evaluation: Marketers are able to monitor the effectiveness and O efficiency of their marketing investments on an ongoing basis • Actionability: Advanced optimization and what-if scenario engine allows marketing decision-makers to increase marketing productivity for future investments 3
  • 5. • peed of insight: Data management and analytics automation allows marketers S to identify underperforming activities faster and to respond to new investment opportunities. Rapid insights enable increased value generation • ff-the-shelf: OgilvyLIVE is available on a subscription basis, enabling large marketing O organizations to deploy the platform rapidly, at a fraction of the cost, complexity and risk of an in-house solution Ogilvy Analytics has formed a close partnership with GroupM to offer OgilvyLIVE. For more information about Ogilvy Analytics, please visit www.analytics.ogilvy.com or email us at analytics@ogilvy.com OgilvyLIVE consists of three modules: Monitor, Evaluate and Optimize. Monitor Most advanced marketing organizations fail to realize the full value of the time and money spent on collecting and acquiring data, because this information is typically scattered across the enterprise or is presented to users in complex reporting solutions. This module provides marketers with a set of customizable marketing dashboards designed to rapidly generate insights from complex and disparate marketing data sources. 4
  • 6. Monitor enables marketers to extract more value from existing data assets by cost-efficiently integrating data feeds into an intuitive on-demand dashboard built specifically for marketers. More specifically, this module enables users to: • isualize their business performance across a wide range of marketing V KPIs, including financials, brand health and direct response metrics • onitor marketing investments across all communication channels, M including traditional media, digital media and direct response, as well as across all other marketing initiatives • orrelate business performance against marketing investments, and C identify trends • ave a single view of the world across their product portfolio and all H geographies in which they operate A broad range of built-in dashboards enables marketers to generate insights rapidly. Business scorecards, maps, trend analyses and analytical charts are combined to maximize the insights and value extracted from the underlying data repository. Users and administrators can customize their view and create custom screens for private use or to be shared with other users. Evaluate This module allows technical and business users to evaluate the ROI of marketing activities. OgilvyLIVE leverages advanced marketing-mix analytics that isolate the incremental contribution of marketing investments to business performance. This analysis can be augmented with other analytical approaches, such as pre- and post-analysis, direct response or survey-based evaluation, to ensure a holistic view of marketing effectiveness. 5
  • 7. Business users can leverage this module to evaluate the effectiveness and efficiency of marketing investments to drive incremental business performance, across all marketing and communication channels. They can also understand drivers of their business and perform “due-to” analyses. Technical users can also review the specifications and robustness of the statistical models fueling the ROI evaluation framework and subsequent optimization and what-if scenarios. Optimize This module enables marketers to maximize the ROI of future investments and accelerate growth by leveraging advanced optimization and simulation capabilities. This can be achieved at two levels: 1. By optimally sizing quarterly or annual marketing budgets and allocating them across geographies, products and marketing tactics 2. By optimally phasing marketing campaigns on a weekly basis 6
  • 8. OgilvyLIVE is one of the most advanced marketing optimization engines available today. It has been used to optimize the allocation of multibillion-dollar marketing investments. It provides the following advanced features, while shielding users from the underlying complexity of its data and algorithms, to analyze: • Decreasing returns and saturation levels • Carryover effects and long-term impacts • Business constraints and threshold levels • Weekly seasonality levels and cost per unit • Cannibalization and halos within the product portfolio The OgilvyLIVE optimization framework enables marketing organizations to ground their future investments in statistically valid historical measurements, without being constrained by them. Historical analysis can easily be augmented with expert assumptions, new dynamics or survey-based approaches to ensure a holistic, forward-looking investment framework. 7
  • 9. Technical Features OgilvyLIVE Architecture OgilvyLIVE provides an integrated view of marketing and communications across a wide array of data feeds. OgilvyLIVE has automatic feeds from various Web-analytics and social media platforms. OgilvyLIVE Application TM 8
  • 10. Administration The Administration section allows administrators to manage application features, properties and user access privileges in OgilvyLIVE. Data Management The Data Management section is core for all data administrators to upload and import new data and models in the OgilvyLIVE application. It allows data upload through scheduled FTP and email attachments. Data Manager allows administrators to upload files and define the data to import into OgilvyLIVE. 9
  • 11. Data Administrators can upload data files directly from their computers in a zipped format that contains Excel and Text files. The data is uploaded directly into the OgilvyLIVE database after the mappings are validated. Metadata The Metadata Management screen allows administrators to directly edit metadata within the Data Management console in OgilvyLIVE. The preview mode enables visualizations of data displayed through the OgilvyLIVE interface, making this a user-friendly experience. Model The Model Import screen allows administrators to directly upload, validate and import model data into the OgilvyLIVE database. It also allows administrators to directly edit model data within the Data Management console in OgilvyLIVE and import it to the OgilvyLIVE database. Custom Screen The Custom screen allows administrators to customize screens by adding panels and copying, editing and deleting screens. They can modify screen design, colors, tabs, etc., using this module. 10
  • 12. Security OgilvyLiVe was developed as a secure online platform to host highly sensitive corporate data. Key security features include: • hysical security: Secure in-house data center P • etwork security: All databases and applications protected by firewall N • Systems security: All servers within network protected by passwords • pplication security: User names, timeouts and forms authentication A • ata backup: Daily, weekly and monthly backups D • isaster recovery: Compliant with SOX regulations D Ogilvy & Mather takes strong measures to protect the security of client data and to ensure that clients’ choices for its intended use are honored. Certified third- party security audits are done periodically to ensure security. Strong precautions are taken to protect client data from loss, misuse, unauthorized access or disclosure, alteration and destruction. Data is never shared outside the company without clients’ permission. Inside the data warehouse, data is stored in password-controlled servers with limited access. However, as effective as any security measure implemented by us may be, no security system is impenetrable. Questions regarding security can be directed to us at analytics@ogilvy.com Hardware & Software Requirements Hardware • inimum 1 GHz 32-bit (x86) or 64-bit (x64) processor such as M intel Pentium® 4, intel Centrino®, intel Xeon®, or intel Core™ Duo (or compatible) processor • Minimum 512 MB of RAM (1 GB recommended) • inimum screen resolution: 1024 x 768 pixels with 16-bit video card M (1280 x 1024 recommended) 11
  • 13. Software • indows internet explorer 7.0 and above or Firefox 3.0 and above W • roadband internet connection (DSL, cable modems, T networks, B etc., of 2 Mbps) • lash Player version 10.0 and above F • latform: Windows XP SP2, Windows Vista or Windows 2000 with P all available Service Packs applied; for Mac users, Mac OS X • icrosoft excel for data download (optional) M Contact us analytics@ogilvy.com 212- 237-4000 636 11th Avenue New York, NY 10036 12