Vocento, one of Spain’s leading media groups, was looking to make more strategic use of the information generated across its various digital assets in order to gain a better understanding of its audiences and derive greater business value from the data.
Telefónica Tech has served as a technology partner in the roll-out of the Data Hub and in the development of four use cases for Artificial Intelligence in the areas of Advertising, Classifieds, Subscriptions, and Commercial Proposals.

In Advertising, qualified audience segments are built based on interests and behaviours for use in campaigns. In Classifieds, audiences are generated from potential leads interested in used cars and car leasing.

In Subscriptions, aggregated browsing patterns are analysed to support editorial and communication strategies. In Commercial Proposals, high-value audiences are analysed to facilitate more precise campaign planning and optimise their reach, affinity, and conversion.