McDonald’s announced the acquisition of Israeli startup Dynamic Yield, producer of a unique personalization technology, for $300 million.
The Dynamic Yield technology powers individualized experiences for more than 600 million users each month across hundreds of global brands, with a decisioning engine that uses machine learning and predictive algorithms to build valuable customer segments in real-time that can be used to take instant action via personalization, recommendations, automatic optimization, and one-to-one messaging.
Or, in the case of McDonald’s, your hamburger will know you better than you know yourself, to maximize your burger munching pleasure. Or, as Dynamic Yield’s next-gen plan puts it: the same capabilities driving massive revenue growth online will expand into the physical world, connecting consumers and brands across a whole new set of modern digital interfaces.
Dynamic Yield’s Tel Aviv office is at 8 Eliezer Kaplan Street, a short hop from the IDF headquarters. Its other offices are at 6 west 18th Street in Manhattan, a short hop from the 15th Street synagogue, San Francisco, Oakland, Berlin, Singapore, Paris, London, Moscow (Novaya ploshchad 6, one block from the legendary Lubyanka prison – I’m not making this up), and in Barcelona.
Dynamic Yield offers e-commerce brands around the globe the Amazon-style personalized online experience. Incidentally, readers who clicked on this report also read about the Hamas recent rocket attacks and about the Women of the Wall spring celebrations at the Kotel.
By the way, the $300 million figure was not actually announced, it was rumored, by a source that told the press the deal was worth $300 million. According to Tech Crunch, it was McDonald’s largest acquisition in 20 years, after they treated the entire office to McWhoppers.
Dynamic Yield co-founder and CEO Liad Agmon said in a statement: “We started Dynamic Yield seven years ago with the premise that customer-centric brands must make personalization a core activity. We’re thrilled to be joining an iconic global brand such as McDonald’s and are excited to innovate in ways that have a real impact on people’s daily lives.”
McDonald’s president and CEO Steve Easterbrook issued a statement saying, “Technology is a critical element of our Velocity Growth Plan, enhancing the experience for our customers by providing greater convenience on their terms. With this acquisition, we’re expanding both our ability to increase the role technology and data will play in our future and the speed with which we’ll be able to implement our vision of creating more personalized experiences for our customers.”
Will you have fries with that, sir?