Mastercard Completes Purchase of McDonald’s Personalisation Platform

Mastercard has completed its acquisition of Dynamic Yield, a personalisation platform and decision engine company, from McDonald’s Corp.

“Dynamic Yield—a state-of-the-art personalization platform and decision engine company—strengthens Mastercard’s suite of consumer engagement and loyalty services that help brands deliver more effective and trusted customer experiences across channels,” Mastercard said in a statement.

McDonald’s had acquired Dynamic Yield in March 2019. Dynamic Yield has integrated its decision technology into McDonald’s drive-thrus and ordering kiosks in several markets around the world. McDonald’s plans to further scale and integrate Dynamic Yield’s capabilities globally and across order channels.

Mastercard said the acquisition also strengthens existing synergies across McDonald’s digital engagement experiences powered by Mastercard’s merchant loyalty platform SessionM and Test & Learn software.

“Every day, we safely connect billions of people with their favourite merchants, brands and banks all around the world,” said Raj Seshadri, Mastercard’s president of data and services, in a statement. “Undoubtedly, consumers are hungry for highly relevant, right-place, right-time experiences,”

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’s growing Data & Services organisation, which has more than 2,000 data scientists, engineers and consultants that serve customers in more than 70 countries.