When Pepijn Rijvers started as chief marketing officer at Booking.com he had clear objectives: he wanted to be better at developing digital channels, increase content-led video and streamline marketing. Three years on he says the success of those goals has been “a mixed bag.” “One the one hand we’ve been really successful at developing digital video and creative processes that are very scaleable and very data driven. We’ve been successful at scaling TV significantly and native advertising, which essentially is our blog and our blog content on advertisers, is something that has worked really well and we are rolling out across more languages,” he explains. On the other hand there are still challenges with data. Rijvers explains: “We have not cracked YouTube and Facebook yet. But we’re working really hard with them on solving this. It’s hard to measure success and Facebook doesn’t lend itself to organic advertising very well. Get the full story at Marketing Week (free registration)