Ex-Ogilvy head of data launches content intelligence platform

Ogilvy Australia’s former head of data, Leon Bombotas, has launched an intelligence platform to help measure content performance., a platform which combines web analytics, artificial intelligence and data science, aims to measure content performance across earned and owned media, channels and formats.

The platform uses a scoring algorithm known as The Impact Score, which rates each piece of content out of 100 by evaluating views, engagement, conversation and return on investment for owned content.

Bombotas, who is now chief data officer and founder of said marketers can achieve “greater relevance” by using his new platform.

“With content consumption at an all-time high, and a multitude of digital channels being accessed everyday, achieving meaningful engagement and reach is becoming increasingly difficult.

“And while there’s a plethora of tools to measure and analyse paid advertising, can now measure earned and owned content – allowing marketers to achieve greater relevance by finessing their content strategy, and publishers to focus their narratives to what’s garnering more consumer interest.”

So far, the platform has been used by Australian private health insurer Medibank, which re-launched its Live Better platform after insight results from

Commenting on the platform, Medibank’s head of creative services, content marketing and social media, William Falkingham said: “ provides Medibank insight into the value of content – it measures impact fast, intelligently identifies successful content strategies, and packages the data up into presentation-ready visuals. is available to marketers and publishers immediately.


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