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. 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. 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 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. 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. 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 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.
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. About Selligent 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. 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