Case Study: Clarín achieves personalized content and higher digital revenue with Oracle Cloud

Clarín news produces personalized content with Oracle Cloud

Clarín, Argentina’s largest daily newspaper, faced a major challenge in monetizing its digital audience because it had very limited metrics and relied mostly on impressions and clicks. To shift from print-led revenue to a more customer-centric digital model, Clarín turned to Oracle, using tools including Oracle Autonomous Data Warehouse and Oracle Customer Experience applications to better understand user behavior and connect newsroom content with marketing.

Oracle helped Clarín integrate customer data, personalize content, target ads, and automate cross-channel campaigns, including email and branded content programs. As a result, digital revenue grew to 55% of total revenue from 20% four years earlier, branded content reached 30% of digital ad revenue, annual maintenance costs fell by 50%, and the company recovered its technology investment within three years.

Clarín

Santiago Arieu

Manager, Commercial Development and Brand Studio