Case Study: Unidad Editorial achieves 50% higher ad click-through rates and 5x subscription conversions with Cloudera

Increasing Click-Through Rates By 50 Percent

Unidad Editorial, the Spanish multimedia group behind EL MUNDO, EXPANSIÓN and MARCA (serving about 24 million readers and 2.4 billion page views monthly), needed to modernize its data platform to analyze more than 90 TB of new data per month. Traditional systems couldn’t handle the volume or ad-hoc analytics required to better target subscription campaigns, personalize ads and content, and improve click-through, lead acquisition and conversion rates.

The company deployed a Cloudera-powered modern data platform that processes roughly 3 TB of unstructured data daily and stores over 800 TB of historical data, integrating sources like ad servers, web analytics and CMS data with tools such as Impala, Hive, Spark and QlikView. The platform enabled personalized advertising and deeper reader insights, boosting segmented ad click-through rates by 50%, increasing subscription conversion rates fivefold, and driving new services, higher profitability and increased subscription sales.

Unidad Editorial

Alberto del Blanco

Head, Data Engineering