ROULARTA MEDIA GROUP’S BIG DATASTRATEGY GETS BIGGER WITH THEHELP OF SELLIGENT TARGETMedia powerhouse leverages behavioral activityto optimize audience marketing and targeted advertising

The CustomerRoularta 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.

COMPANYRoularta Media Group

WEBSITEwww.roularta.be

INDUSTRYPublishing/Media

GEOGRAPHYBelgium

PROGRAMS• Audience Insight and Optimization

• Behavioral Targeting and Ad Serving

• Cross-Channel Re-marketing

The ChallengeRoularta 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.

The integration between CRM data and online information is what’s really powerfulThe 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.

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 path to success1. 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.

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

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.

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.

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

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“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.”

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.

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.

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

@SelligentLONDON | 45 Folgate Street | Spitalfields, London, E1 6GL

EUROPE HQ | Avenue de Finlande 2 | 1420 Braine-l’Alleud | Belgium

About Selligent Marketing CloudSelligent Marketing Cloud is a marketing automation platform that enables B2C brands to engage consumers across all critical channels. Built for the relationship marketer, Selligent Marketing Cloud is the only marketing cloud built on a single code base, featuring artificial intelligence and a Customer Data Platform with a universal consumer profile at the core of every action.

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