Meet Harry-Hanson Smith, Regional VP at AI-Powered Personalization Platform: Dynamic Yield

Dynamic yield is the technology layer that works with existing CMS, Commerce, and ESP solutions to help businesses quickly deploy, test, optimize, and synchronize diverse experiences across their digital properties. From basic to advanced A/B testing and from rules-based segmentation to 1:1 personalization and predictive targeting, innovative brands like Frasers Group, Ocado, Made.com, Decathlon, Cotton Traders, Moss Bros., Virgin Experience Days and others use us in a variety of ways to influence the end customer’s journey.

For example, in our work with OFFICE, a leading footwear retailer, the brand experimented with a variety of recommendations, urgency messages and product attribution campaigns to increase the number of items added to cart and purchases per user.

Tottenham Hotspur demonstrated how creating individualized fan journeys has resulted in higher conversion rates and revenue per session.

And Avon, one of the world’s largest beauty companies, has big plans for how it will leverage our capabilities to provide personalization across its multiplatform business.

What do you think makes this company unique?

There are many reasons our customers love us – reasons that also rank heavily in major industry studies from analysts like Gartner who named us Dynamic yield a leader in personalization engines for four consecutive years (since its official launch in this category).

We believe this has to do with a few things, including:

• Superior user interface and streamlined workflows – Both business and technical users can independently run personalization campaigns across web, mobile, email and other channels from one place

• Best-in-Class AI Algorithms – Proven as well as advanced algorithms such as self-learning deep learning models can be implemented to predict customer intent in real-time to recommend the next best products

• Agile and easy-to-use platform – Out-of-the-box templates can be leveraged to start building experiences with which graduationstart small and scale, use A/B testing and personalization where it will have the greatest impact

• Open Architecture – As the technology stack continues to evolve, teams need future-proof technologies that give them flexibility, security, and control as they continue to grow

Since technology is only part of the equation, Dynamic yield also provides the training and advice organizations need to achieve their goals. Our role is not only to provide the platform, but also to help our customers establish an effective, long-term experimentation and personalization program.

Our Customer Success team works side-by-side with our customers, acting as a partner, not a vendor, to ensure continued success by creating the right framework for operations. A combination of our technology and human capital makes it happen Dynamic yield so unique.

How has the company developed in recent years?

As mentioned briefly above, the technology stack is in constant flux as brands work to deliver the most meaningful experiences to their customers. Over the past few years, we’ve seen how complex these different solutions make it difficult for teams to work in a unified way, so we’ve made it easy for them to connect the dots between these tools through our platform. With technical users now playing a bigger role in developing these experiences, we’ve prioritized tools for collaboration between marketing and other departments.

The role of AI in marketing has also increased, but it’s only by providing actionable and easily measurable business outcomes from machine learning that we’ve been able to gain the trust needed for greater adoption. Finally, increasing consumer privacy concerns have forced a better balance between personalization and privacy, and we’ve been at the forefront of that work, releasing a suite of solutions for teams to deliver positive digital experiences that respect end-user privacy.

What can we hope to see Dynamic yield in the future?

We have an incredibly exciting year ahead of us. We were recently accepted into the MACH Alliance, a non-profit group of independent technology companies committed to open, best-in-class technology ecosystems. Our inclusion is reflected Dynamic yield‘s graduationAbility to provide a flexible, composable, and scalable foundation for personalization.

We know this will help more digital marketing brands deliver headless experiences in the years to come – benefits include more experimentation with new features, channels and integrations.

In addition, we see demand from increasingly diverse markets and industries that are striving for personalization and we want to be the main driver of their digital transformation. And that’s just the tip of the iceberg – stay tuned for more exciting updates from our team throughout the year!