master card has announced the purchase of Dynamic Yield, company specialized in the area of personalization that for the last three years was under the ownership of McDonald’s. This move seeks to strengthen Mastercard’s consumer loyalty and loyalty services area.
“Every day, we securely connect billions of people with their favorite merchants, brands and banks around the world. Without a doubt, consumers are hungry for highly relevant experiences, in the right place and at the right time”, express Raj Seshadri, President of Mastercard Data and Services. “We are delighted to welcome a talented team like Dynamic Yield to Mastercard. Together, we will expand our consumer loyalty services to meet that demand and help more brands create stronger connections across channels.”
With this acquisition, Dynamic Yield Joins Mastercard’s Data and Services Departmenta department that has more than 2,000 data analysts, engineers and consultants who are responsible for serving clients in more than 70 countries.
What is Dynamic Yield
With teams based in Tel Aviv, New York and around the world, Dynamic Yield works with over 400 brands to deliver personalized experiences to consumers through recommendations of individualized products, offers and content based on a series of factors, such as previous purchases, visits to the page and information from the customer’s affinity profile.
As the company’s Regional VP explained to us a few weeks ago:
«Dynamic Yield, it has an engine with an unsupervised model where you leave it for 60 days and learn from the data, knowing what levers are necessary to achieve that result. Learning what to look at sometimes doesn’t make sense to you but really finds correlations. It is not only an algorithm, it is a logic of what I have to teach each user.
The automation of the system is the most important thing. There is still a lot of funnel mentality and data retail. In retail there is a lot of offline knowledge that is difficult to transfer to the online world. When you unite offline and online there are many retail brands that have their tricks to attract and retain. I know a lot of people who are trying to take those little tricks to get the algorithms to pick them up and be able to customize them.
In 2021, Dynamic Yield was evaluated and ranked for the fourth year in a row as the top personalization engine by analytics firm Gartner. Dynamic Yield was evaluated alongside 11 other industry solution providers receiving the highest ratings for critical capabilities for testing and optimization use cases.
Previously acquired by McDonald’s in 2019, Dynamic Yield has integrated its decision technology into McDonald’s drive-thru (Auto Mac) and ordering locations in various markets around the world. As explained by the company, the acquisition by Mastercard reinforces existing synergies through McDonald’s digital engagement experiences powered by the SessionM merchant loyalty platform and Test & Learn software offered by Mastercard itself.
“Together with Mastercard, we can definitely leave behind the notion of one-size-fits-all marketing. Consumers are looking for truly personalized experiences, and brands that don’t adapt risk being left behind.”reported Ori Bauer, CEO of Dynamic Yield.
Photo: master card
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