Mastercard (NYSE: MA) has completed its acquisition of Dynamic Yield from McDonald鈥檚. Dynamic Yield鈥攁 state-of-the-art personalisation platform and decision engine company鈥攕trengthens Mastercard鈥檚 suite of consumer engagement and loyalty services that help brands deliver more effective and trusted customer experiences across channels.
鈥淓very 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,鈥� said Raj Seshadri, President of Data & Services, Mastercard. 鈥淲e鈥檙e delighted to welcome the talented Dynamic Yield team to Mastercard. Together, we鈥檒l extend our consumer engagement services to meet that demand and help more brands create stronger connections across channels.鈥�
Over the past decade, Mastercard has evolved its suite of services from supporting consumer cards towards accelerating broader payment adoption. Today, its services go well beyond that, as it has innovated in brand loyalty, marketing, analytics, and consulting, and other areas, to help customers grow their businesses, engage their consumers and make smarter decisions with better outcomes across the enterprise.
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With teams in Tel Aviv, New York City and around the world, Dynamic Yield helps more than 400 brands 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.
Dynamic Yield joins Mastercard鈥檚 growing Data & Services organisation, which has over 2,000 data scientists, engineers and consultants that serve customers in 70+ countries. Mastercard is routinely recognised as a top company to work for due to its culture of decency, emphasis on wellbeing and flexibility, and commitment to doing well by doing good.
Previously purchased by McDonald鈥檚 in 2019, Dynamic Yield has integrated its decision technology into McDonald鈥檚 drive-thrus and ordering kiosks in several markets around the world. McDonald鈥檚 plans to further scale and integrate Dynamic Yield鈥檚 capabilities globally and across order channels. The acquisition also strengthens unique and existing synergies across McDonald鈥檚 digital engagement experiences powered by Mastercard鈥檚 merchant loyalty platform SessionM and Test & Learn software.
Ori Bauer, Dynamic Yield CEO, further commented, 鈥淭ogether 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鈥檛 adapt risk being left behind.鈥�
