Getting big data with your Big Mac: McDonald’s acquires personalisation firm Dynamic Yield

McDonald’s is moving into greater personalised customer experiences and automation with the acquisition of Tel Aviv-based Dynamic Yield.The company, which offers a platform analysing data around recommendations, personalisation and targeting and behavioural messaging among others, said it was ‘thrilled’ to join McDonald’s and play a ‘critical role’ in the fast food chain’s digital transformation initiative.“When [CTO] Omni Mendellevich and I started Dynamic Yield seven years ago, the premise of what we were building was based on customer-centric organisations making individualised experiences and personalisation a strategic priority,” wrote Liad Agmon, Dynamic Yield CEO in a blog post announcing the move. “Our acquisition by McDonald’s, one of the most iconic and beloved brands of our time, is truly an endorsement of that vision as they have chosen Dynamic Yield to help power personalisation across their 37,000 restaurants in 120+ markets around the world.