Case Study: Mafra (Czech media group) achieves 40% higher article CTR and 25% better email CTOR with Recombee

Outperforming and Replacing in-house Recommender System of News Articles

Mafra, headquartered in Prague, is the largest media group in the Czech Republic, reaching up to 8 million monthly online users and handling as many as 45 million recommendation requests per month. Facing the need to replace an underperforming in-house recommender, personalize content across multiple brands (iDNES, Lidovky, Expres) and tailor emails for premium users, Mafra engaged Recombee to provide a scalable content recommendation solution.

Recombee deployed its smart content recommendations — including 65+ distinct scenarios, real-time collaborative filtering, text processing and reinforcement learning — to personalize on-site suggestions and premium email content. Recombee’s system outperformed Mafra’s internal solution, delivering a 40% higher CTR on suggested articles, a 25% improvement in emailing click-to-open rate (CTOR), faster automated content organization and broader deployment across Mafra’s news sites.

Mafra

Petr Kelin

Manager