Measuring success

KPI, or key performance indicators, is important, Bell said. Know how you're going to measure success for your company.

"The bottom line is...that you are of course working in a highly measurable environment," he said.

Ogilvy measures by search reach, search visibility, conversion and engagement, Bell said.

Engagement is "the new thing," he said. It looks at word of mouth and site activity.

(Side note: He doesn't want to draw a chart on the blackboard. It involves chalk. Chalk is "weird.")