NEW YORK: Ogilvy PR's 360 Global Digital Influence Group has introduced Conversation Impact (CI), its social media measurement model.

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 ...