OTT platform Zee5 partners with Israeli firm Optimove

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..