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
COMPANY
Roularta Media Group
WEBSITE
www.roularta.be
INDUSTRY
Publishing/Media
GEOGRAPHY
Belgium
WE USE SELLIGENT AS A
CONVERSION PLATFORM
FOR OUR OWN MARKETING.
TO KNOW WHAT OUR
READERS READ, THE
FREQUENCY WITH WHICH
THEY RETURN AND THE
DEVICES THEY USE, AND
TO GET A MUCH BETTER
UNDERSTANDING OF THEIR
INTERESTS.
Peter Thiers, Business Specialist Data and CRM
PROGRAMS
Audience Insight and Optimization
Behavioral Targeting and Ad Serving
Cross-Channel Re-marketing
The Customer
Roularta Media Group (Roularta) is a Belgian
multi-media company with
nearly 2,000
employees and a combined revenue of 500
million Euros active in Belgium, France, the
Netherlands, Germany, Slovenia and Serbia. It
is 100% diversified with unique news, business,
sports, lifestyle and special interest brands
and magazines, newspapers, free magazines,
newsletters, websites and apps, radio, television
and events. Roularta is seeking complementarity
and balance between free newspapers and
magazines, between traditional and new media
and between print media and audiovisual media.
For more than a decade, Roularta has worked
with Selligent, evolving from basic email
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
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
site behavioral data to improve remarketing automation
across channels, and to offer niche segments to their
advertisers by creating audiences from browse activity.
SELLIGENT HELPS US
APPROACH CUSTOMERS
WITH RELEVANT OFFERS
BY COMBINING THE
TRANSACTIONAL
INFORMATION FROM OUR
CRM SYSTEM WITH THE
DATA FROM THE TARGET
MODULE.
Peter Thiers, Business Specialist Data and CRM
The integration
between CRM
data and online
information is
what’s really
powerful
The integration between the Selligent email marketing
platform and the behavioural module is what’s really
powerful. Visitors can be identified because they are
logged in to the Roularta news websites or click on
email newsletters, or are anonymous. By integrating
CRM and subscription data in the Selligent platform,
Roularta can target pop-ups or subscription offers to
non-subscribers without annoying active subscribers.
With the Selligent platform Roularta is beginning to
dynamically serve up contextual content based on
transactional and behavioral history.
The path to
success
available in Target, Roularta very quickly was able to
gather insights around popular content areas, traffic flow
between properties, and the impact of visit length and
frequency. This optimization capability helped Roularta
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.
Consider what you want to measure, how you want to
configure your interests and how you are going to treat
relationships between brands in order to categorize
your pages and capture activity. Selligent worked with
Roularta to develop a strategy that matched their
business goals and helped them configure the tracking
tag that would be embedded on their site.
2. Site Tagging: Selligent tags are simple strings that
come with comprehensive supporting documentation
(as well as access to a Selligent service team). Adding
a tag to a client’s site is the only necessary integration;
the tag captures behavioral data, which is then
automatically stored and available in real time within the
Selligent system. The tag assigns each visitor a unique
ID. If the visitor is known (because they logged into
the site or arrived from a click in an email) the Target
data is associated with their existing profile. If they are
anonymous, the data is stored in a new profile, until
they become identified.
THE TECHNICAL PROCESS
WAS VERY QUICK. IN JUST
ONE DAY, ALL THE PAGES
WE WANTED TO TAG WERE
TAGGED.
Peter Thiers, Business Specialist Data and CRM
3.
Optimization: Using Selligent’s built-in scoring tool,
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
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
4.
Advertising Audiences: Informed by their
comprehensive analysis, Roularta used Selligent Target
to define audience segments based on topics of interest
and value score:
●● Beauty
●● Building
●● Entrepreneurs
●● Fashion
●● ICT & e-business
●● Personal Finance
●● Sports
●● Car/Home buyers
These audiences are seamlessly exported to Roularta’s
ad serving system, which calculates inventory based
on current profile data. Advertisers now can buy
impressions based on audience characteristics rather
than placement, and it is all sourced from the data
captured by Selligent Target.
WE USE THE SELLIGENT
PLATFORM TO DEFINE
BEHAVIORAL SEGMENTS THAT
WE THEN COMMUNICATE
TO OUR AD SERVER SO
ADVERTISERS CAN BOOK
CAMPAIGNS ON IT. INSTEAD
OF JUST BOOKING A POSITION
ON A CERTAIN CONTENT
SECTION, THEY NOW BOOK
ON A CERTAIN USER PROFILE.
Peter Thiers, Business Specialist Data and CRM
Results
About Selligent
“Big data requires a lot of technology. You need
a campaign tool and a reporting tool, and you
still need the data and a solution to target on the
website. That’s what’s strong with Selligent—it
offers a very practical start. You can aggregate
a lot of clickstream data and use the profiles to
begin to target, to analyze, to report, to define
segments and to integrate it all within the tool.”
Selligent is a fast-growing international marketing
automation provider that powers the customer
engagement programs of more than 450 European
brands in retail, financial services, publishing and travel.
Our solution orchestrates customer communications
across multiple channels, including email, site
optimization, social, mobile and customer care.
With the added power of Selligent Target,
Roularta has an integrated digital marketing
platform that can also trigger communication
in non-digital channels such as telemarketing.
Today, there are over a dozen advertising
audience segments available on their exchange,
all powered by this data. Roularta can now
market to customers individually, strengthening
loyalty and overall spend. With the tracking and
reporting now available to them, they have also
been able to quantifiably prove the business
theories that are informing their future strategies,
including the the link between print subscribers,
site visit frequency and overall value.
The platform delivers omnichannel audience
engagement, reaching beyond customers to drive
personalization for anonymous site visitors and to layer
behavioral data on top of traditional CRM databases.
www.selligent.com
Roularta is now analyzing device consumption
patterns and trends in behavior across channels
for each individual.
Next projects will be
incorporating in-app tracking behavior and
enriching the content targeting experience with
even more behavioral profile data.
SELLIGENT INC. 745 Atlantic Avenue | Boston, MA 02111
SELLIGENT SA Avenue de Finlande 2 | 1420 Braine-l’Alleud | Belgium
@Selligent
.com