Rossel Advertising France

Rossel Advertising France

By qualifying customer data collection with DQE, Youdge has boosted subscription to credit offers from its financial partners

Rossel Advertising France is the advertising innovation center of the Rossel Group, 1st Media Group north of Paris. Its experts support advertisers in the development of their media plans, as well as in the creation of their contents, and rely on the distribution power of the Group’s strong brands, both nationally and locally: La Voix du Nord, Paris-Normandie, L’Union, 20 Minutes.

According to an internal survey, DQE is THE solution that 83% of our sales staff can’t live without. What’s more, since we started using DQE solutions, the deliverability rate of our marketing campaigns has risen from 91% to 98.9% in 2022.

Ivelina Burden
Directrice Organisation et Process - Rossel Advertising France
Use case
Rossel Advertising France creates advertising content for the regional daily press in the Hauts-de-France, East, Normandy and Picardy regions. The media plans designed by its experts require customization to the varied requirements of advertisers ranging from one-man businesses to large accounts.

This diversity is reflected in the 20,000 B2B contacts processed each year in its Salesforce CRM, to which various tools such as ERP, marketing automation tools and the sales back office are connected. In addition to the data inherited from these different systems, the agency also imports the databases of acquired companies into its CRM. Hence the need to control and standardize customer contact data in its Salesforce database, the unique customer repository (UCR) of the company, in which the various businesses lines work together.

Ivelina Burden, Director of Organization and Process, said, “We need reliable, standardized contact data to ensure that we can identify customers when a user searches the Salesforce database. Some cases are complex, such as when a company has multiple company names or billing accounts.” Five years ago, Rossel Advertising decided to find a solution to ensure the quality of this shared BtoB data, and thus make its unique customer repository in Salesforce more reliable.
Ivelina Burden had seen the performance of DQE’s solutions in previous professional experiences. DQE’s reputation and the presentation of its solutions during a meeting with Salesforce finally convinced her.

Today, Rossel Advertising uses DQE’s data quality solutions in preventive mode for data entry, and in curative mode, particularly for cleansing the imported databases of acquired companies. DQE’s solutions allow to qualify and standardize postal addresses in France and abroad, email addresses, telephone numbers, titles and legal information of its B2B customers.
Reliable and compliant client repository in Salesforce

The control and standardization of client data as soon as it is entered allows Rossel Advertising to record reliable information in its Salesforce database. When a user calls up a client via web service, the customer record is already checked and guarantees a clear identification. DQE maintains quality, even if the data is used by different people at the same time, and when it is passed from one system to another, such as marketing leads to sales.

DQE allows us to industrialize the process of providing users with accurate customer records,” said Ivelina Burden.“The contact data controlled by DQE also provides a GDPR compliance advantage: it feeds the scoring of effective interactions with the customer to justify the retention period in the database.”

Increased operational efficiency

Sales representatives particularly appreciate DQE’s B2B module, which pre-fills the legal information of client companies by simply calling up the company registration number or the company name. This saves them time and effort in filling out customer files and identifying each company without guesswork.  “According to an internal survey, DQE is THE solution that 83% of our sales people can no longer do without,” confirmed Ivelina Burden. Marketing campaigns benefit from reliable email addresses, even for customers from databases reintegrated after acquisitions.  “Since we started using DQE’s solutions, the deliverability rate of our marketing campaigns has increased from 91% to 98.9% in 2022,” confirmed Ivelina Burden. In terms of invoicing, verified, complete and standardized contact information in the right fields ensures that invoices are issued without addressing errors. The finance department avoids having to correct and re-issue invoices via a credit note system. The result: in addition to saving resources, the collection of payments is accelerated.

Support from a trusted partner on data quality

With DQE, Rossel Advertising was able to build a complex customer data project. The agency benefits from regular monitoring by DQE, which enables it to resolve problems as they emerge, and to keep abreast of the issues and best practices in data quality.

In addition to the reliability of DQE’s solutions, the responsiveness of its teams and the quality of its customer relations are real differentiators,” said Ivelina Burden. “DQE’s teams listen to us, are available to answer our questions and do not hesitate to open a dialogue with our integrator if necessary. I recommend DQE without a doubt!

Next project planned with DQE: deduplication of the UCR in Salesforce and the implementation of autocompletion, particularly for data entry on the Rossel Advertising France website.

SECTOR

Media

CHALLENGES

DQE SOLUTIONS

B2B

ADDRESS

PHONE

EMAIL

NAME

BENEFITS

Reliable and compliant client repository in Salesforce

Increased operational efficiency

Support from a trusted partner

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