Mediahuis delivers a personalized site experience uniquely ...€¦ · COMPANY Mediahuis WEBSITE ... AND PERSONALIZED CONNECTION WITH SPECIFIC CUSTOMERS Liesbeth Nizet, Digital Marketing

CASE STUDYMediahuis delivers a personalized site experienceuniquely created for your visitor … before he even arrives

The CustomerMediahuis, a Belgian media publishing giant, has over

16 news, classified, and lifestyle brands. The breadth of

properties in their portfolio creates an opportunity for

advertisers to reach audiences across the network with

niche interests and localized content.

COMPANYMediahuis

WEBSITEwww.mediahuis.be

INDUSTRYPublishing

GEOGRAPHYBelgium

PROGRAMS• Behavioral Re-targeting

• Acquisition

SELLIGENT HELPS US ANALYZE AND USE THE DATA WE COLLECT TO ESTABLISH A REAL AND PERSONALIZED CONNECTION WITH SPECIFIC CUSTOMERS

Liesbeth Nizet, Digital Marketing Manager

Mediahuis

Creating the personal touch

Mediahuis needed to identify individual customers amidst

all the (big) data the company collected. “We wanted

to identify contacts and create a single unified profile

for all anonymous visitors of our websites,” explains

Liesbeth Nizet, Digital Marketing Manager at Mediahuis.

“Web analytics only got us so far, that’s why we started

looking into behavioral targeting in combination with

our CRM to identify anonymous visitors.”

Mediahuis identifies and retargets anonymous visitors with Selligent

“THE SELLIGENT PLATFORM ALLOWS US TO

TRACK AND RETARGET EVERY VISITOR,”SAYS LIESBETH NIZET.

“THANKS TO BEHAVIORAL TRACKING, WE GET INFORMATION ON CUSTOMERS

WE ALREADY KNOW, AND THE PLATFORM HELPS US IDENTIFY ANONYMOUS

VISITORS AS WELL. WHICH ALLOWS US TO TARGET SPECIFIC AUDIENCES

WITH CUSTOMIZED CONTENT AND OFFERS.”

Mediahuis was looking for a way to approach their customers in a more

personalized way. The general idea: get to know the customer better, see what

they want, then deliver content when and how they want it. The ideal end result:

increased engagement, fiercer loyalty and more subscription conversion. To

achieve these goals, Mediahuis uses Target, Selligent’s audience engagement

platform.

The path to success1. We needed to encourage visitors through the acquisition funnel,

to entice anonymous visitors to identify themselves and continue

to share more detail about their interests.

Selligent created acquisition interception pop-ups, which were served

to anonymous visitors to solicit email and postal.

Those who had completed this light registration were detected and

served additional questions to entice them to share more profile detail.

Once a visitor completed the registration process, relevant offers were

delivered to inspire conversion.

2. As visitors engaged with the site, content and ads were displayed based on all profile data. Anonymous visitors were shown content that

matched preferences based on the articles they had browsed or ads they

had clicked in that session. The longer they browsed the more relevant the

experience. Each click was captured in their profile so that if they returned

or visited another Mediahuis property we could build on that experience.

Known visitors were treated to an even

more personalized experience since we

could deliver localized content based on their postal code and target articles

more specifically to their preferences. All

data was leveraged in the rules engine to

ensure that the most intriguing options

were displayed maximizing their potential

to engage.

ANONYMOUS

LIGHT REGISTRATION

FULL REGISTRATION

PURCHASE

Really, really knowing your audienceThe Selligent platform allows Mediahuis to analyze on-domain browsing history, personal data, online

behavioral data, response data, and other supplied data sets and to act upon them.

Using Selligent’s Target toolset, Mediahuis was able to serve personalized content to visitors the moment

they arrived and throughout their visit. With the introduction of dynamic acquisition forms, they were

able to increase identification of visitors so that unknown became known and browsing behavior was

married to CRM data, further increasing the contextual experience both online and in all follow-up

marketing.

An experience as unique as each visitorUsing the Selligent platform, Mediahuis was

able to significantly grow, unify and enrich

their customer database. This database is now

being used for specific editorial and marketing

purposes: customers get customized content

and offers, which in turn increase customer

satisfaction, loyalty and conversions.

Liesbeth Nizet explains the complete process

with an example: “Let’s pretend we have a

customer called Mark. What do we know about

Mark by combining all the data we have? He

registered on our website in January 2012,

subscribed to our digital newspaper in July 2013,

he watches football clips of RSC Anderlecht on

our website, opens our e-mails and is a daily

visitor. He is interested in politics and culture,

especially music and books. Therefore we could

adapt our website dynamically to Mark’s profile:

he could see a bit more politics than other

visitors, he could see a banner of the Jupiler

Pro League and could receive a commercial

offer from the latest book fair in Antwerp for

example.”

About MediahuisMediahuis is a Belgian media company founded in November

2013 that was constituted as a joint venture of Concentra

and Corelio media groups’ paper and digital publishing

operations. Mediahuis counts over 1.000 employees and

publishes national and regional newspapers such as De

Standaard, Het Nieuwsblad, Gazet van Antwerpen, De

Gentenaar and Het Belang van Limburg. Next to that,

the company also owns Jobat, a renowned recruitment

platform, the free magazine Jet and a few online classifieds

such as Hebbes, Zimmo, Vroom and InMemoriam.

@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.

More than 700 brands across retail, travel, automotive,

publishing, and financial services rely on Selligent Marketing

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