Dynamic Yield is now the Experience OS

Why do teams need an Experience OS?

The way we engage customers is evolving as their expectations continue to rise. The increased buying power of Gen Z alone, a demographic that expects hyper-personalized experiences on every channel, has propelled the personalization market forward. 

This is something I’ve seen first hand with my son, a die-hard Chicago Bulls fan, who refuses to shop anywhere that would serve him promotional content for the wrong team (in his case, the Lakers). 

Seeking to meet their needs, a complex landscape of marketing technologies has emerged, (up 24% from 2020 and 6521% from 2011,) leaving brands with the tough choice of balancing multiple disjointed solutions or going with a full-suite provider whose walled garden prohibits connecting other, outside solutions that would let personalization flow across the stack. 

Neither of these options address the growing need for vertical-specific offerings, and most providers continue to build one-size-fits-all solutions that don’t cater to the unique needs and KPIs of individual businesses. 

This is why we rebuilt Dynamic Yield as an open, modular, and fully customizable Experience OS, letting companies build their own mix of personalization capabilities on top of a flexible architecture and manage them all from one place. Teams can use data from any source, even as their tech stack changes, and incorporate personalization across touchpoints, bringing  the work of various stakeholders together within the same flow, all in a way that makes sense to their unique business.    

With Experience OS, brands can:

• Deliver a wide array of personalized experiences, including product recommendations, personalized content, and customized messages
• Transform fragmented customer touchpoints into seamless experiences
• Support all current and future digital channels, including web, email, app, or any digital interface
• Adjust their personalization program to their specific industry and KPIs
• Unify different teams (email, web, mobile, loyalty) all within the same system and workflow
• Integrate any technology through an open-ended and scalable architecture 
• Embrace industry-leading time-to-market and cost efficiency

How does Experience OS work?

To stay agile in an ever-changing market, we knew our technology had to be supported by an elastic environment. To future-proof our technology, we built Experience OS with a modular architecture that can change and adapt under the following 5 pillars:

1. Core Infrastructure – All apps and capabilities are built upon this, which includes the company’s scripts, APIs, data feeds, data collection mechanisms as well as its proprietary machine learning engine
2. System Components – Base functionality such as testing and optimization, analytics and reporting, recommendation algorithms, affinity profiling, loyalty profiling, a templating engine, events, and evaluators
3. Applications – End-to-end marketing solutions such as audiences, web personalization, app personalization, email personalization, triggered messaging, in-store personalization, and other technology from the stack
4. Extensions – Enhancers that can be added to any application (both available via an Experience OS Store), like the company’s advanced deep learning algorithm, AdaptMLTM, the onboarding of offline purchase data, or enrichment of CRM data
5. Frameworks – Principles and standards underpinning the design and ongoing development of Experience OS, including a commitment to remaining platform agnostic with an open API and practicing responsible personalization in regards to data and privacy

One core, agnostic architecture

We understand that companies can’t execute their personalization vision without connecting the tools they need. Our agnostic architecture was built upon three tenants that allow brands to seamlessly connect external platforms and activate data from any source.

1. Modular: Gives companies the freedom to assemble their digital personalization plan in accordance with the needs of their business 
2. Inclusive: Built to enable cross-platform connectivity and, unlike larger legacy systems, is unbiased towards any tech, data, or platform
3. Scalable: Capabilities are packaged together in a way that can be individually scaled and managed as personalization programs evolve

Additionally, any external technology to Experience OS only needs to be integrated once to extend to all applications, components, and extensions.

A Future Backed by the Power of Mastercard

Experience OS isn’t simply a new feature set, we’re creating a new software category that will revolutionize the personalization industry. It is also the vehicle that will enable our customers to access additional Mastercard solutions to power even deeper personalization in their marketing. 

The incredible potential value that Mastercard can bring to our customers, and the field of hyper-personalization as a whole, is a particular area of excitement for me, and I look forward to working diligently to make this a reality.

In 2023, Experience OS will incorporate data and applications from Mastercard’s suite of services, such as customer loyalty profiles from SessionM, retail data from SpendingPulse, performance analytics from Basket and Menu Analyzer by Test and Learn, in addition to other solutions from across the martech landscape that are important to your stack. 

Bringing these Mastercard offerings into Experience OS offers Dynamic Yield customers a value that is inaccessible elsewhere in the market and expands the power of each app within the OS to be greater than the sum of its parts.

Inspiring a new era of personalization

We’re proud to be leading the way toward a new, long-term strategic vision for personalization, but it is our customers, the true visionaries, who inspired us to work toward this dream. Together, we will redefine this market and realize the full power of tomorrow’s hyper-personalization, today.