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How RTL AdAlliance segments audiences in 83% less time.

The international advertising sales house of the RTL Group brought marketing and sales together in a new CRM: one data basis, well-maintained customer data and marketing automation that sends mailings exactly where they belong. Customer segmentation now takes 83% less time.

RTL logo
Customer
RTL AdAlliance
Industry
Media · Advertising sales
Solution
CRM · Marketing automation
Topics
Customer segmentationData qualityCustomer experience
The project in 30 seconds
  1. Challenge

    A faulty interface to the old marketing software: every segment needed three people, duplicates stayed in the system, and mailings arrived more than once.

  2. Solution

    NAVAX introduced a CRM with marketing automation. Instead of a planning phase, prepared CX Packages took the project straight into delivery.

  3. Result

    83% less time for segments, well-maintained customer data and targeted mailings. Live after four months, and collaboration with other departments has noticeably improved.

The project in numbers
83%
time saved when creating audience segments
4 months
to go-live, without a separate planning phase
1 not 3
people needed to create a segment
Challenge and solution

From three people per segment to one data basis.

What the faulty interface to the old marketing software cost in day-to-day work, and what changed with the new CRM.

  1. 01Segmentation
    Before

    Three people per segment

    The interface to the previous marketing automation was faulty. Every audience segmentation needed three people.

    With the new CRM

    One segment, one person

    In the new CRM, one person creates a segment, and a dynamic segment only has to be created once. That saves 83% of the time.

  2. 02Data quality
    Before

    Duplicates and outdated data

    The user interface made data maintenance tedious. Outdated customer data and duplicates stayed in the system.

    With the new CRM

    Well-maintained customer data

    The clear interface makes regular maintenance easy, and a single data basis keeps quality high.

  3. 03Mailings
    Before

    The same email, several times

    Because of the duplicates, customer mailings sometimes reached the same person more than once. That was bad for the company's image with customers.

    With the new CRM

    Targeted mailings

    Marketing automation on one data basis: sending and analyzing mailings runs cleanly, and clear dashboards show the results.

A man with popcorn sits in front of a TV showing four scenes of people on a smartphone, a laptop and the sofa
Insights

RTL AdAlliance in pictures.

TV, print and online from a single source: anyone who sells across media also has to manage and track communication with customers and partners across all channels.

“With our modern focus on cross-media communication, it was urgently necessary to manage and track our customer and partner communication across channels. In NAVAX, we found a partner that understands us and responds optimally to our requirements, needs and wishes. Thanks to their extensive industry experience and the CX Packages, we saved valuable time and were able to start delivery immediately, without a planning phase. After only four months, we happily pressed the “go-live” button, and we have been working with the new CRM every day since. The system makes our work significantly easier, and collaboration with other departments has also noticeably improved as a result.”

Claudia Ostermann-SchabataClaudia Ostermann-SchabataDirector Marketing & Business Development, RTL AdAlliance
Self-check

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The customer

About RTL AdAlliance.

The international advertising sales house RTL AdAlliance, a subsidiary of the RTL Group, brings premium content publishers together under one roof so that international brands can reach their European audiences. The combination of successful broadcast, publishing and ad tech companies offers advertisers reach inside and outside Europe from a single source.

Worldwide, 250 sales experts, many of them in Austria, support international campaigns. RTL AdAlliance has its headquarters in Luxembourg and Hamburg and is represented throughout Europe and North America, and its largest sales unit is in Vienna.

rtl-adalliance.com(opens in a new window)
100+
TV channels, plus 350 print media and 5,000 premium websites
150M
TV viewers every day
4B
online ad impressions a month
250
sales experts worldwide
More customer stories

What changed for others.

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