• by Ray Schultz , March 16, 2023

Dynamic Yield, which was acquired by Mastercard last year,  has debuted an integration with Mastercard to drive personalization across digital channels. 

The new offering, Element, features a suite of Mastercard applications that have been integrated into Dynamic Yield’s Experience OS.

The goal is to “help customers make smarter decisions with better outcomes,” says Raj Seshadri, president of data & services, Mastercard. 

According to Dynamic Yield, subscribed customers can use Element to:

- Reach new audiences using insights based on aggregated, anonymized transaction data.

- Apply Mastercard’s propensity modeling techniques to help issuers dynamically curate relevant offers, within their personal banking platform.

- Use Mastercard SpendingPulse to identify regional spending trends and macroeconomic retail indicators.

Brands can, by looking at consumer spending in one category, “analyze how it will drive usage in another, and then deliver tailored offers online or in an app based on those unique insights,” says Ori Bauer, CEO of Dynamic Yield. 

Dynamic Yield cites McKinsey research showing that 71% of consumers expect companies to deliver personalized interactions, and that 76% get frustrated when they fail to do so.