Founded in 1826, Le Figaro is a household name in France. In the nearly two centuries it’s been around, they’ve evolved their business model many times, leading up to a current push towards digital transformation that’s been happening over the past 15 years. Media, especially newspapers, have a tricky economic model – it requires the capability to capture revenue from ad dollars and subscribers, which need to number in the hundreds of thousands to millions to make their model work.
The parent company, known as Groupe Figaro, is more than just a distinguished newspaper and media outlet, they take pride in how they’ve diversified over the years to keep themselves relevant and necessary. More than 50% of the group’s revenue comes from digital, whether that’s their media and classifieds; their ecommerce group, which involves services like event ticket sales and online travel. Because the group is so diverse, their data and CRM play very important roles.
Fortunately, Selligent Marketing Cloud provides a scalable, robust platform that grows to meet the needs of media companies as diverse as Le Figaro. Selligent combined the best of technology, functionality and delivery management, which was especially important since Le Figaro has an enormous database of contacts. Additionally, as GDPR regulations rose to the forefront in 2018, the origin and location of Selligent’s servers helped them with compliance.
Join us for this Coffee Chat to hear straight from Le Figaro’s Chief Data Officer, Damien Mangin, how Le Figaro prioritizes a digital strategy and why they’ve stuck with Selligent for over 12 years. This story is a great case study in why Selligent Marketing Cloud is so beneficial for media companies.
Damien Mangin was interviewed by Régis Le Goff, Client Success Manager France at Selligent Marketing Cloud. The interview was translated from French and is subtitled in English.
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