OTT platform Zee5 partners with Israeli firm Optimove

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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