Case Study: Roularta Media Group achieves real-time behavioral audience targeting with Selligent Marketing Cloud

Roularta Media Group’s big data strategy gets bigger with the help of selligent target

Roularta Media Group, a Belgian multimedia company with about 2,000 employees and €500M in revenue, wanted to move beyond offline profile and CRM segmentation to gain a true 360° view of readers. Their goals were to increase new subscriptions and retention by incorporating digital behavior and preferences, act in real time with up‑to‑date user profiles, improve cross‑channel remarketing, and create niche audiences for advertisers based on browsing activity.

Using Selligent Target, Roularta added simple site tagging to capture real‑time behavioral data, merged it with CRM/subscription records, applied scoring to build dynamic segments, and exported those audiences to their ad server for profile‑based ad buying. The initiative produced a dozen+ advertiser-ready audience segments, enabled personalized cross‑channel campaigns (including telemarketing), improved targeting and monetization, strengthened customer loyalty and value, and set the stage for device and in‑app tracking.

Roularta Media Group

Peter Thiers

Business Specialist Data and CRM