MUMBAI, July 23: Media firm Zee Entertainment
Enterprises’ OTT platform Zee5 has partnered with Israeli
data-based marketing company Optimove to bolster the
performance of its platform with personalisation.
Zee5 has 61.5 million monthly active user base that it
has garnered over the past year and a half.
Optimove will micro-segment Zee5’s customer base with
behavioural patterns and other predictive data generated by
Optimove’s relationship marketing hub.
The insights gained from the customer model will be
collated by the platform and used to personalise content,
offers, recommendations for its users.
“It is important for us to personalise that
(customer) engagement to understand our users to do better
recommendation to increase their lifetime value with the
platform,” Zee5 India Chief Executive Officer Tarun Katial
told reporters here.
Optimove Founder and Chief Executive Officer Pini
Yakuel said, “I am certain that the partnership between Zee5
and Optimove will yield great success and will help address
the growing challenge of customer engagement and
personalisation in the competitive entertainment market in
India.”
Zee5 has content and data, and Optimove can leverage
those to empower Zee5’s marketing team to personalise
customer interactions, and offer better value to each of its
customers, and increase customer lifetime value, Yakuel said.
He added that content is the ultimate epitomy of
personalisation.
Katial said at present Zee5 allows 5 people to use an
account which will reduce over a period of time and it will
also introduce profiles. (PTI)
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