Mastercard completes Dynamic Yield buy

By

Nigel TAYLOR

Published
Apr 6, 2022

Financial services giant Mastercard has strengthened its consumer engagement operations closing the deal to buy Dynamic Yield from fast-food giant McDonald’s. Terms haven’t been released.

A deal between the payments giant and a fast food operator may not seem hugely relevant to fashion but in the UK, Dynamic Yield works with brands such as Frasers Group, Decathlon, Ocado, Cotton Traders, Moss Bros and others to influence the end customer journey.

The acquisition will strengthen Mastercard’s suite of consumer engagement and loyalty services that help brands deliver more effective and trusted customer experiences across channels, it said.

Dynamic Yield joins Mastercard’s growing Data & Services organisation, which has over 2,000 data scientists, engineers and consultants that serve customers in 70+ countries. It 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.

And of course, data is so much more important to brands these days as fashion giant Shein (which has just raised new funding to value it at $100 billion) has shown.

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.”