Mastercard has closed its acquisition of personalized engagement platform Dynamic Yield from McDonald’s, according to a press release Monday (April 4).
The addition of the decision engine company boosts Mastercard’s customer engagement and loyalty services that will in turn help brands deliver improved customer experiences.
“Every day, we safely connect billions of people with their favorite merchants, brands and banks all around the world. Undoubtedly, consumers are hungry for highly relevant, right-place, right-time experiences,” said Raj Seshadri, president of data and services, Mastercard.
“Together, we’ll extend our consumer engagement services to meet that demand and help more brands create stronger connections across channels,” Seshadri said.
See also: Mastercard to Acquire McDonald’s Personalization Platform, Dynamic Yield
The past 10 years have brought a new suite of services to Mastercard as it has moved to grow its adoption of payments instead of supporting the cards of others. Mastercard now offers services related to brand loyalty, marketing, analytics and consulting.
Dynamic Yield has teams worldwide, including Tel Aviv and New York, and has assisted over 400 brands deliver personalized experiences to their customers. Individualized product options, content based on customers’ histories, and other information help brands give their buyers what they want.
Mastercard has a growing roster of more than 2,000 data scientists, engineers and consultants that assist customers in over 70 countries.
Read more: McDonald’s Leverages Loyalty Personalization to Combat Aggregators
McDonald’s acquired Dynamic Yield three years ago and integrated the technology into its drive-thrus and ordering kiosks. The quick-serve retail chain is planning to further scale Dynamic Yield’s technology across additional channels.
The acquisition of Dynamic Yield by Mastercard also supports the synergies that already exist across McDonald’s digital engagement experiences that are powered by Mastercard’s merchant loyalty platform SessionM and Test & Learn software, according to the release.
“Together with Mastercard, we can put the notion of one-size-fits-all marketing in the rearview for good. Consumers are seeking truly personalized experiences, and brands that don’t adapt risk being left behind,” said Ori Bauer, Dynamic Yield CEO.
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