OBrio shifts the focus from many siloed metrics to a single, unified metric of ROI- Vikas Mehta
Nairobi, Kenya–17th October 2024: Ogilvy Africa has launched OBrio, a unified metric that aggregates performance data across all channels into one actionable dashboard, offering businesses the most comprehensive and customisable analytics.
Through OBrio Score, businesses will be able to receive instant snapshots of their overall marketing effectiveness, bringing unmatched clarity and control to media performance across diverse channels.

Computed by a highly advanced statistical model, the OBrio Score analyses marketing data across all channels, factoring in diverse attributes such as reach, engagement, sentiment, conversions, and more.
According to the CEO of Ogilvy Sub-Saharan Africa, Vikas Mehta, OBrio takes the guesswork out of campaign optimisation, reinforcing the commitment to bring world-class MarTech solutions to businesses in sub-Saharan Africa.
With OBrio, businesses will be enabled to interoperable cross-channel performance tracking and therefore monitor and compare performance across traditional media, digital marketing, social media, mobile apps, and websites that provide a comprehensive overview of returns across all marketing efforts.
This means that users are able to monitor key performance indicators (KPIs) relevant to their businesses, ensuring they stay on top of their marketing spend and adjust strategies as needed.
This solution is envisioned to help businesses in Africa make better marketing decisions while staying competitive in their industries.
OBrio is now open as a SaaS solution for businesses and marketers to explore and optimise marketing efforts. Therefore, Ogilvy Africa invites users to sign up and use the platform with a free trial period.
OBrio draws inspiration from the word ‘brio,’ which symbolises enthusiasm, energy, and liveliness.
Visit https://ogilvy.africa/products/obrio or send a query to [email protected] for more information.