Meet Harry-Hanson Smith, Regional VP at AI-Powered Personalisation Platform: Dynamic Yield

Dynamic Yield is the technology layer that works alongside existing CMS, Commerce, and ESP solutions to help companies quickly deliver, test, optimise, and synchronise different experiences across their digital properties. From basic to advanced A/B testing and from rule-based segmentation all the way to 1:1 personalisation & predictive targeting, innovative brands such as Frasers Group, Ocado,, Decathlon, Cotton Traders, Moss Bros., Virgin Experience Days, and others use us in a multitude of ways to influence the end customer journey.

For example, our work with OFFICE, a leading shoe retailer, saw the brand experiment with a variety of recommendation, urgency messaging, and product badging campaigns for an uplift in add-to-carts and purchases per user.

Tottenham Hotspur demonstrated how crafting individualised fan journeys has resulted in increased conversation rates and revenue per session.

And Avon, one of the world’s largest beauty companies, has big plans for how they’ll take advantage of our capabilities to deliver personalisation across its multiplatform business.


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What do you think makes this company unique?


There are a lot of reasons why our customers love us – reasons which also weigh heavily in important industry research from analysts like Gartner, who have named Dynamic Yield a Leader in Personalisation Engines for four straight years (since their official inception of the category).

We believe this has to do with a few things, including:

  • Superior UI and streamlined workflows – Both business and technical users can independently run personalisation campaigns across web, mobile, email, and other channels all from one place

  • Best-in-class AI algorithms – Tried-and-true as well as advanced algorithms such as self-training deep learning models can be implemented to predict customer intent in real-time for recommending the next best products

  • Agile and easy-to-use platform – Out-of-the-box templates can be leveraged to kickstart experience creation, with the ability to start small and scale up, deploying A/B testing and personalisation where it will drive the most impact

  • Open architecture – As the technology stack continues to evolve, teams need future-proof technology that will provide them with flexibility, security, and control as they continue to grow

Further, as technology is only part of the equation, Dynamic Yield also provides the training and consulting necessary for organisations to achieve their goals. Our job is not only to provide the platform but also to help our customers put an effective, long-term experimentation and personalisation program in place.

Our Customer Success team works side-by-side with our clients, acting as a partner rather than a vendor, to ensure sustainable success by setting up the right frameworks from which to operate against. A combination of our technology and human capital is what makes Dynamic Yield so unique.



How has the company evolved over the last couple of years?


As mentioned briefly above, the technology stack is in a constant state of motion as brands work to deliver the most meaningful experiences to their customers. Over the last few years, we’ve seen the complexity of these different solutions making it hard for teams to execute in a unified way, so we’ve made it easy for them to connect the dots between these tools through our platform. Additionally, as technical users now play a larger role in the development of these experiences, we prioritised tools for collaboration between marketing and other departments.

AI’s role in marketing has also increased, but only by providing actionable and easily measurable business results from machine learning have we been able to gain the trust needed for greater adoption. Finally, rising concerns over consumer data protection have forced a better balance between personalisation and privacy, and we’ve very much been at the forefront of that work, releasing a number of solutions for teams to deliver positive digital experiences that respect the end-users privacy.


What can we hope to see from Dynamic Yield in the future?


We have an incredibly exciting year in store. Just recently, we were accepted into the MACH Alliance, a not-for-profit group of independent tech companies dedicated to advocating for open, best-of-breed technology ecosystems. Our inclusion reflects Dynamic Yield’s ability to offer a flexible, composable, and scalable foundation for personalisation.

We know this will help more brands in the digital marketing space deliver headless experiences in the coming years – the benefits of which include greater experimentation with new features, channels, and integrations.

Additionally, we see the demand from more diverse markets and industries looking to embrace personalisation, and we want to be the main driver of their digital transformation. And this is just the tip of the iceberg – stay tuned for more exciting updates from our team throughout the year!