MeMo²

What MeMo² does

MeMo² is an Amsterdam-headquartered marketing and business consulting agency founded in 2004 that specializes in measuring, refining and improving advertising effectiveness across media channels. The company delivers integrated cross-media measurement, brand tracking, retail media analytics, consumer journey mapping, and AI-driven media mix modeling for top global brands, working in approximately 80 countries and having completed over 21,512 research projects covering €25 billion of advertising spend. Its core technology is the THX. Platform, a proprietary, fully automated cross-media measurement and analytics solution hosted on AWS and Azure that monitors real-time reach, brand effects, retail traffic and purchasing behavior; the platform also includes the THX. Shopper Analytics module and the DEEP (Data and Enlightenment Exchange Platform) infrastructure for GDPR-compliant data exchange. AI capabilities center on Media Mix Modeling and Performance Forecasting trained on approximately 8,500 documented campaigns, with self-learning behavior that improves the underlying model as new daily data is collected.

MeMo² monetizes through a combination of enterprise consulting engagements and THX. Platform subscriptions, typically structured as multi-year custom contracts with top 250 global brands across beverage, retail, automotive, payments, food delivery, consumer goods, advertising, sports, transportation and technology verticals. Named clients include Heineken, Twitter, Nike, Uber, Toyota, Ahold Delhaize, Adyen, Just Eat Takeaway, Duracell, Publicis Groupe and Albert Heijn Media Services, with active channel partnerships extending reach through Kantar Profiles and the broader agency ecosystem. Distribution occurs via direct enterprise field sales, the self-service THX. Dashboard portal, and the Kantar global network following Kantar's June 2021 acquisition.

The company maintains a Data Science Center in Groningen alongside its Amsterdam headquarters, employing approximately 50 cross-media specialists, and has won more than 20 industry awards since 2018 including IAB Europe Research Awards, AMMA Awards, MOA/ESOMAR Awards, Cross Media Awards and the I-COM Global Data Creativity Award.

Name

MeMo²

Legal name

MeMo²

Website

https://memo2.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

MeMo² is an Amsterdam-based marketing and consulting agency, founded in 2004 and acquired by Kantar in 2021, that provides cross-media measurement, brand tracking and AI-driven media mix modeling via its proprietary THX. Platform for top global brands across multiple industries.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Cross-media Research and Analytics Services: MeMo² provides integrated cross-media measurement, validation and verification services to brands. The company offers consulting engagements, measurement projects and programs delivered by teams of specialists. Services include tracking, analytics, forecasting and strategic consulting.
2. THX. Platform Access: SaaS platform providing automated cross-media measurement and analytics capabilities. Brands can access dashboards, reporting tools and self-service analytics through the THX. platform subscription.
3. AI-driven Performance Modeling: Strategic media mix modeling and performance forecasting solutions using AI. Delivered through forecasting models and consulting engagements based on data from thousands of tracked campaigns.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

MeMo² delivers integrated cross-media measurement, brand tracking, and advertising effectiveness analytics to enterprise brands through its proprietary THX. Platform. The company provides consulting engagements, AI-driven media mix modeling, shopper analytics, and strategic advisory services that enable brands to measure, validate, and optimize the joint attributed effect of their cross-media and marketing investment in real time.

Product overview

MeMo² a Kantar company offers an integrated portfolio of cross-media analytics products centered around the THX. Platform. The core offering consists of Crossmedia Effect Tracking and Brand Tracking for measuring campaign performance, supported by specialized modules including THX. Shopper Analytics for retail insights, Insight Scans for pre-campaign validation, Commercial Data Science for custom analytics, Consumer Journey measurement, and Forecasting and Modeling for AI-driven budget optimization. Strategy and Consulting services complete the offering by helping brands transform their media planning processes. The THX. Platform serves as the central enterprise technology powering real-time cross-media measurement, reach monitoring, brand lift detection, and location-based analytics.

Differentiator

Problem solved

Functional benefit

Brands

• THX. Cross-media measurement platform that monitors day-to-day effects of media and marketing investment, providing real-time cross-media effectiveness, retail traffic, brand effects and purchasing behavior measurement.
• THX. Platform
• THX Shopper Analytics

Products and services

• Crossmedia Effect Tracking Tracks marketing campaign effectiveness across multiple media channels by connecting audiences to their individual media consumption and buying behavior to determine crossmedia ROI, target audience reach, and brand impact. For brands and agencies seeking integrated cross-media measurement.
• Brand Tracking Structured brand analytical modules based on Byron Sharp theories with integrated Scorecard Reporting, competitive overviews, and industry benchmarking providing a 360-degree brand performance overview. For brands requiring ongoing brand health monitoring.
• THX. Platform Enterprise crossmedia measurement platform that monitors day-to-day effects of media and marketing investment, providing real-time cross-media effectiveness, retail traffic, brand effects, and purchasing behavior measurement with Brand Lift and Location features. For brands, agencies, and media-sellers seeking DIY cross-media measurement.
• THX. Shopper Analytics Shopper analytics platform designed for retail and FMCG brands providing visibility into consumer behavior and all influencers that drive purchasing, with omnichannel monitoring across physical outlets, digital outlets, e-commerce players, and marketplaces.
• Insight Scans Pre-testing service that checks, validates, and controls assumptions before campaigns go live, tracking actual behavior and insights from selected consumers to ensure marketing steps are aligned with brand or sales performance.
• Commercial Data Science
• Consumer Journey Measurement
• Forecasting and Modeling
• Strategy and Consulting

Quantifiable outcome

• 38% incremental reach from Albert Heijn Media Services within battery product category
• +4 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature8 records

Partnerships

Six partnerships are on record, tiered minor, core and major.

• VU University AmsterdamminorStrategic or Co-development Partner · 1 January 2023Academic collaboration on AMMA award submission for Best Media Research award in 2023. Case study with university demonstrated cross-media research methodology.
• KantarcoreOthers · 2 June 2021Kantar, global market leader in data-driven insights, acquired MeMo² in June 2021. The acquisition added 50 cross-media specialists to Kantar's organization to expand cross-media effectiveness activities in Europe. MeMo² continues as an independent unit within Kantar under the current brand name with unchanged management, services, and locations. The acquisition strengthens Kantar's competitive position in the Netherlands and rest of Europe.
• Kantar ProfilescoreTechnology or Integration · 26 January 2021Partnership with Kantar Profiles provides correct representation of market population for THX. platform audience measurement across EMEA markets including UK, Germany, France and Belgium. Kantar Profiles is one of three well-known panel parties enabling representative audience panels for the platform.
• Albert Heijn Media ServicescoreStrategic or Co-development Partner · 2 June 2020Collaboration on retail media effectiveness measurement. Albert Heijn Media Services (through retail media efforts on digital outdoor screens and store communication) was measured alongside TV and Out of Home in Duracell campaign. Research demonstrated that Albert Heijn adds 38% incremental reach and retail media contributes 14% of total sales.
• Publicis GroupemajorStrategic or Co-development Partner · 2 June 2020Strategic collaboration on FMCG cross-media research and retail media integration. Publicis Groupe acted as advisor for fitting retail media in a data-driven way into media mix advice for brands. Joint case study with Duracell demonstrated cross-media measurement capabilities.
• Media and Marketing AgenciesmajorChannel Partner/ Reseller/ DistributorExtensive network of media and marketing agencies that work with MeMo² for cross-media research and analytics. Agencies serve as channel partners delivering MeMo²'s measurement capabilities to their brand clients, providing strategic advice on media mix and optimization.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Sensor Tower: Sensor Tower (now including Pathmatics and data.ai) is a leading digital intelligence platform for mobile app, ad creative and ad spend measurement; it represents an emerging digital-first competitor to portions of MeMo²'s cross-media and platform-attribution analytics.
• iSpot.tv: iSpot.tv offers real-time TV and video advertising measurement, attention analytics and creative assessment; an emerging player increasingly competing for the cross-media and TV attribution budgets where MeMo²'s THX. platform also wins.

Direct peers

• Ipsos: Ipsos is a top-3 global market research and analytics firm with strong offerings in brand and advertising research, audience measurement and consumer tracking, competing for the same enterprise marketing budgets as MeMo² across multiple EMEA and global accounts.
• Nielsen: Nielsen is the global leader in audience and advertising measurement across TV, radio, digital and cross-media. It directly competes with MeMo² in cross-media effectiveness measurement, brand tracking and media mix analytics for the world's largest advertisers.
• Comscore: Comscore provides cross-platform audience measurement, advertising effectiveness and consumer behavior analytics for digital, TV and CTV — overlapping directly with MeMo²'s THX. cross-media effectiveness and brand tracking capabilities.
• Similarweb: Similarweb provides digital market intelligence and competitive analytics, including cross-channel advertising and audience insights for brands and agencies — a comparable digital-measurement peer even if focused more on digital channels than MeMo²'s full cross-media stack.
• YouGov: YouGov is a global research data and analytics company specializing in brand tracking, consumer insights and advertising effectiveness, with a strong syndicated and panel-based model that overlaps directly with MeMo²'s brand tracking and consumer journey offerings.

Others

• Dynata: Dynata is one of the world's largest first-party data and audience panel providers, including the Research Now/SSI panel business; it is both a potential partner and adjacent competitor to MeMo²'s THX. audience and consumer measurement infrastructure.

Broad incumbents

• Kantar: Kantar is MeMo²'s parent company following the 2021 acquisition and the world's leading data-driven insights and consulting firm; its broader portfolio (Insights, Consulting, Creative, Audiences) overlaps with MeMo²'s measurement and brand tracking capabilities at a much larger scale.
• GfK (NielsenIQ): GfK, now part of NielsenIQ, is a global consumer research and analytics firm offering audience measurement, brand and shopper intelligence; it competes with MeMo² in FMCG/retail media effectiveness and cross-media research.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/memo2
• Xx.com/memo2

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MeMo²