"At the end of the day, we wanted to inspire someone who hasn’t considered heritage travel before. With advanced analytics from Onclusive, we now know that once people are exposed to the Heritage Travel earned or owned content, they are more interested in learning about their roots with 23andMe and …

“Media monitoring helps us to assess the impact of our work and to better know our clients at the EU, national and regional level. It thus also contributes to our goal of applying a more targeted approach in our communication activities to increase our reach.”