ZEE5 partners with Israel-based Optimove to build customer data platform
MUMBAI: Video streaming platform ZEE5 has entered into a strategic tie-up with Optimove, to bolster the performance of the platform based on a suite of services backed by insight, engagement & optimisation.
Under the partnership, Optimove will work closely with ZEE5 to build a customer data platform for the 61.5 million-strong monthly active user base that the platform has garnered over the past year and a half. With its advanced marketing tech solutions, Optimove will micro-segment ZEE5’s customer base by customer lifecycles broken down by 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 across its 100,000+ hours of content and used to personalize content, offers, recommendations and more. By autonomously transforming customer data into actionable insight, Optimove will orchestrate hyper-segmented campaigns, helping drive measurable growth. Optimove will also provide strategic thought leadership on driving engagement for ZEE5.
Optimove Founder & CEO Pini Yakuel said, “ZEE5 is one of India’s leading brands in entertainment. I’m certain that the partnership between ZEE5 and Optimove will yield great success and will help address the growing challenge of customer engagement and personalization in the competitive entertainment market in India. ZEE5 has content and data, and Optimove can leverage those to empower ZEE5’s marketing team to personalize customer interactions, and offer better value to each of its customers, and increase Customer Lifetime Value.”
ZEE5 India CEO Tarun Katial shared, “We are delighted to partner with Optimove in this next phase of our growth. The past year and a half have been spent in building a robust repository of content – from across the vast breadth of India – on ZEE5. And proof of the pudding has come in the form of us being recognised as the largest producer of Hindi and regional digital content in the country.”
Katial continues, “Through this partnership, we will be building micro segments & curating a customer life cycle journey to drive engagement with customers across geographies and demographies. We are also thrilled to learn about the global best practises in the space from Optimove’s extensive experience of working globally across sectors and audiences. We are confident that Optimove’s strategic counsel will support us in our endeavour to build an engaging and personal experience for our subscribers on ZEE5.”