CAMPAIGN-I: BRIEFS

OgilvyOne has created an online tracking tool for e-businesses that the agency claims will give clients more concrete return on investment figures. The new tool will go beyond click-through and page impressions as a measure of online advertising and user behaviour. John Owrid, OgilvyOne's managing partner, said that companies want to use the web because they see the strategic sense in it, but they also need it to be accountable and justifiable. 'It's not rocket science,' he said. 'It's about taking a range of proven tools and new-media tools and presenting all of that as a whole.'

OgilvyOne has created an online tracking tool for e-businesses that the agency claims will give clients more concrete return on investment figures. The new tool will go beyond click-through and page impressions as a measure of online advertising and user behaviour. John Owrid, OgilvyOne's managing partner, said that companies want to use the web because they see the strategic sense in it, but they also need it to be accountable and justifiable. 'It's not rocket science,' he said. 'It's about taking a range of proven tools and new-media tools and presenting all of that as a whole.'