ZEE5 partners with Optimove to enhance user engagement

The association will see Optimove, the science-first relationship marketing hub, sift through data collected by ZEE5 and analyse it with its advanced marketing tech solutions

e4m by Shikha Paliwal
Updated: Jul 23, 2019 7:44 AM



Continuing its quest for tech partnerships, OTT platform ZEE5 has announced a strategic tie-up with Optimove to enhance user engagement through personalisation.  The partnership will see Optimove, the science-first relationship marketing hub, sift through all the data collected by ZEE5 and analyse it with its advanced marketing tech solutions.

Speaking at length about how ZEE5 intends to optimise the use of this data to personalise content and recommendations, Tarun Katial, CEO, ZEE5 India, said, “I think one of the key pillars to digital transaction, digital interaction, digital, engagements is personalisation. We all create volume and volume of data but it then needs to get cleaned up and churned out for us to be able to use it effectively in engaging with our customers on an ongoing basis. The difference between any traditional medium and digital is just this that you are able to this one on one, you are able to do this personally, and you are able to do this specifically.”

“When we started our journey last year we realised there was a need for us to be able to do this better than what we were currently doing. We have over 60 mn monthly active users, almost hundreds of millions of video streams per day and month. Having churned all of that data out in terms of content, genres, geographies, languages so on and so forth. It is important for us to use all that data to personalise that engagement to be able to understand our users, to better recommendations etc. for all this we brought in a world class partner in Optimove, not only will they help make sense of all the data and to be able to build on our use cases, but also be able to create instances of consumer engagement real time,” he added.

Elaborating on the partnership,  Pini Yakuel, Founder & CEO , Optimove, 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 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.”

The OTT platform hopes to personalise content by adding value for its subscribers sans the annoyance factor, however Katial does believe that even hyper personalisation is needed in a market like India, “Hyper personalisation today is a reality, we will hyper personalise and we do think in a country like India, with multiple languages and genres and multiple tastes you do have to hyper personalise even more than anywhere else,” he said.

Besides greater focus on regional play, Katial spoke about the company’s future investment plans saying, “We are committed to doing 72 originals this year, we are on track for that, our investments are around big originals and technology.”

ZEE5 had earlier announced a tie-up with Israel-based Applicaster to improve the viewer experience for subscribers. It has also entered into agreements with almost 30 global technology-focussed companies.

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