The Customer
ROULARTA MEDIA GROUP’S BIG DATA STRATEGY GETS BIGGER WITH THE HELP OF SELLIGENT TARGET Media powerhouse leverages behavioral activity to optimize audience marketing and targeted advertising The COMPANY Customer Roularta Media Group Roularta Media Group (Roularta) is a Belgian multi-media company with nearly 2,000 WEBSITE employees and a combined revenue of 500 www.roularta.be million Euros active in Belgium, France, the Netherlands, Germany, Slovenia and Serbia. It is 100% diversified with unique news, business, INDUSTRY sports, lifestyle and special interest brands Publishing/Media and magazines, newspapers, free magazines, newsletters, websites and apps, radio, television and events. Roularta is seeking complementarity GEOGRAPHY and balance between free newspapers and Belgium magazines, between traditional and new media and between print media and audiovisual media. PROGRAMS • Audience Insight and Optimization For more than a decade, Roularta has worked • Behavioral Targeting and Ad Serving with Selligent, evolving from basic email • Cross-Channel Re-marketing marketing, surveys, webforms and newsletters to a data-driven, dynamic and responsive dialogue with readers and viewers. They have leveraged Selligent to capture, aggregate and activate their data, and to support the entire acquisition funnel from lead generation through behavior and reference capture and triggered response. Roularta’s automation makes it possible to deliver real-time personal communications to each customer throughout the relationship - from welcome through reactivation. The Challenge Roularta was already segmenting their audience using (offline) profile and CRM data, transactional and campaign history. But they wanted to gain a more comprehensive, 360° view of the audience by adding profile data based on digital behavior and preferences.
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