Roularta Media Group

Roularta Media Group, a major Belgian multimedia company, combined its CRM with Selligent, resulting in a 360-degree view of customer behavioral data, finer segmentation, and improved customer loyalty and retention.

Company

Roularta Media Group

Industry

Media

Website roularta.be

Location

Belgium

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.

 

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

 

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.

Results

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.

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