Marcel Vogels, founder of MeMo², was recently interviewd by Bas Vlugt for Nederlands MediaNetwerk TV. Vogels and Vlugt discussed MeMo², the power of the THX. Platform and the focus shift of crossmedia campaigns.
“Measurement of crossmedia effects is not easy”, explains Vogels. “It used to be all kinds of research and questionnaires, but now it is much more about passive registration, analytics and data science. To understand the added value of crossmedia campaigns, you need to measure in an integrated manner.”
You can watch the episode here (Dutch only):