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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. The overarching goal was to increase new subscriptions The integration and retention, based on better insight in (digital) behavior and the ability to act in real time with up-to-date user profiles in a relevant way . Roularta also wanted to use between CRM site behavioral data to improve remarketing automation across channels, and to offer niche segments to their data and online advertisers by creating audiences from browse activity. information is SELLIGENT HELPS US what’s really APPROACH CUSTOMERS WITH RELEVANT OFFERS powerful BY COMBINING THE TRANSACTIONAL The integration between the Selligent email marketing INFORMATION FROM OUR platform and the behavioural module is what’s really powerful. Visitors can be identified because they are CRM SYSTEM WITH THE logged in to the Roularta news websites or click on DATA FROM THE TARGET email newsletters, or are anonymous. By integrating MODULE. CRM and subscription data in the Selligent platform, Roularta can target pop-ups or subscription offers to non-subscribers without annoying active subscribers. Peter Thiers, Business Specialist Data and CRM With the Selligent platform Roularta is beginning to dynamically serve up contextual content based on transactional and behavioral history. available in Target, Roularta very quickly was able to The path to gather insights around popular content areas, traffic flow between properties, and the impact of visit length and frequency. This optimization capability helped Roularta success interpret large data sets and make them actionable in real time. 1. Strategic Measurement: Before implementation begins, you must plan what you want to do with the data. 4. Advertising Audiences: Informed by their Consider what you want to measure, how you want to comprehensive analysis, Roularta used Selligent Target configure your interests and how you are going to treat to define audience segments based on topics of interest relationships between brands in order to categorize and value score: your pages and capture activity. Selligent worked with Roularta to develop a strategy that matched their ● Beauty business goals and helped them configure the tracking ● Building tag that would be embedded on their site. ● Entrepreneurs ● Fashion ● ICT & e-business 2. Site Tagging: Selligent tags are simple strings that ● Personal Finance come with comprehensive supporting documentation ● Sports (as well as access to a Selligent service team). Adding ● Car/Home buyers a tag to a client’s site is the only necessary integration; the tag captures behavioral data, which is then These audiences are seamlessly exported to Roularta’s automatically stored and available in real time within the ad serving system, which calculates inventory based Selligent system. The tag assigns each visitor a unique on current profile data. Advertisers now can buy ID. If the visitor is known (because they logged into impressions based on audience characteristics rather the site or arrived from a click in an email) the Target than placement, and it is all sourced from the data data is associated with their existing profile. If they are captured by Selligent Target. anonymous, the data is stored in a new profile, until they become identified. WE USE THE SELLIGENT THE TECHNICAL PROCESS PLATFORM TO DEFINE WAS VERY QUICK. IN JUST BEHAVIORAL SEGMENTS THAT ONE DAY, ALL THE PAGES WE THEN COMMUNICATE WE WANTED TO TAG WERE TO OUR AD SERVER SO TAGGED. ADVERTISERS CAN BOOK Peter Thiers, Business Specialist Data and CRM CAMPAIGNS ON IT. INSTEAD OF JUST BOOKING A POSITION ON A CERTAIN CONTENT SECTION, THEY NOW BOOK 3. Optimization: Using Selligent’s built-in scoring tool, ON A CERTAIN USER PROFILE. Roularta was able to set business rules around customer preferences that score each subscriber and then build audiences based off of those scores. As subscribers Peter Thiers, Business Specialist Data and CRM explored the site or emails, their behavior was captured in their profile and their scores were updated in real time which subsequently moved them into different segments making them eligible for different advertising and content experiences. Combined with the reporting Results About Selligent “Big data requires a lot of technology. You need Marketing Cloud a campaign tool and a reporting tool, and you still need the data and a solution to target on the Selligent Marketing Cloud is a marketing automation website. That’s what’s strong with Selligent—it platform that enables B2C brands to engage consumers offers a very practical start. You can aggregate across all critical channels. Built for the relationship a lot of clickstream data and use the profiles to marketer, Selligent Marketing Cloud is the only begin to target, to analyze, to report, to define marketing cloud built on a single code base, featuring artificial intelligence and a Customer Data Platform with segments and to integrate it all within the tool.” a universal consumer profile at the core of every action. With the added power of Selligent Target, More than 700 brands across retail, travel, automotive, Roularta has an integrated digital marketing publishing, and financial services rely on Selligent Marketing platform that can also trigger communication Cloud’s proven platform. With 10 offices across the United in non-digital channels such as telemarketing. States and Europe and more than 50 agency partners, Today, there are over a dozen advertising Selligent Marketing Cloud serves over 30 countries with audience segments available on their exchange, local, personalized service. all powered by this data. Roularta can now market to customers individually, strengthening Learn more at www.selligent.com and connect with the loyalty and overall spend. With the tracking and team at Twitter, LinkedIn, and our blog. reporting now available to them, they have also been able to quantifiably prove the business theories that are informing their future strategies, WE USE SELLIGENT AS A including the the link between print subscribers, CONVERSION PLATFORM site visit frequency and overall value. FOR OUR OWN MARKETING. Roularta is now analyzing device consumption TO KNOW WHAT OUR patterns and trends in behavior across channels READERS READ, THE for each individual. Next projects will be FREQUENCY WITH WHICH incorporating in-app tracking behavior and THEY RETURN AND THE enriching the content targeting experience with even more behavioral profile data. DEVICES THEY USE, AND TO GET A MUCH BETTER UNDERSTANDING OF THEIR INTERESTS. Peter Thiers, Business Specialist Data and CRM LONDON | 45 Folgate Street | Spitalfields, London, E1 6GL @Selligent EUROPE HQ | Avenue de Finlande 2 | 1420 Braine-l’Alleud | Belgium.
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