Personalisation consumer experiences platform Dynamic Yield acquired by Mastercard
The acquisition sees Mastercard continue its evolution of services, reaching far beyond supporting consumer cards and accelerating broader payment adoption.
Dynamic helps its portfolio of more than 400 brands, which also includes Skims, Sephora, Lacoste and Forever21, to deliver personalised consumer experiences through individualised product recommendations, offers, and content based on a range of factors - including past purchases, page views and customer affinity profile information.
For shoe retailer Office, for example, Dynamic achieved an 8.6% increase in add-to-cart rate by using its technology.
Mastercard purchased the platform from McDonald’s, which integrated the company's decision technology into its drive-thrus and ordering kiosks in several markets around the world.
Raj Seshadri, President of Data & Services, Mastercard said: “Every day, we safely connect billions of people with their favourite merchants, brands and banks all around the world.
"Undoubtedly, consumers are hungry for highly relevant, right-place, right-time experiences. We’re delighted to welcome the talented Dynamic Yield team to Mastercard. Together, we’ll extend our consumer engagement services to meet that demand and help more brands create stronger connections across channels.”
Ori Bauer, Dynamic Yield CEO, added: “Together with Mastercard, we can put the notion of one-size-fits-all marketing in the rear view for good. Consumers are seeking truly personalised experiences, and brands that don’t adapt risk being left behind.”