Payments giant Mastercard has acquired Boston-based SessionM, a nine-year-old software company that helps clients improve customer relationships through data analysis.

The acquisition of the Boston-based company will let Mastercard’s client companies roll out personalized, real-time offers and comprehensive campaign measurement capabilities based on SessionM’s data analysis tools. Terms of the deal were not disclosed.

Session M collects customer data and helps brands personalize offerings to their customers through product suggestions, offers and points. Insights from the SessionM  platform will help Mastercard empower brands to offer more value to their customer base, Francis A. Hondal, president of loyalty and engagement at Mastercard, told Bank Innovation.

According to Mastercard, the platform uses “retailer and non-specific consumer data information” to help brands gain an edge on competition, but customers have to opt in to have their data shared with the SesssionM, Hondal noted.

By utilizing SessionM’s capabilities, Mastercard will be able to engage specific customer groups based on their attributes and purchase behaviors. Over the past decade, Mastercard has invested in other data-driven services for retailers and brands. This includes the acquisition of Applied Predictive Technologies in April 2015 for $600 million, a tool that allows brands to harness analytics capabilities. Mastercard also has expanded its service offerings to brands, including the rollout of omnichannel campaigns on behalf of clients.

See also: How Amex is using Resy’s platform to tailor offerings to customers

David True, partner at Paygility Advisors, said the acquisition will allow Mastercard to help retailers increase basket sizes through data-driven digital acquisition strategies. “It gives them information that helps them to be more effective with advertising,” he explained. 

Other large payments companies are investing in data-driven tools to sweeten their offers to brands. Amex, for example, acquired a fintech platform called Resy this August to help retailers tailor offers to customers.  “[The SessionM and Resy acquisitions] are similar in the broader sense of the word because they’re trying to reinforce what you call your value proposition to the merchant,” True noted.

According to Hondal, Mastercard’s investments in data platforms will allow clients to keep pace with customer expectations. “Consumer choices are growing, and their own expectations are changing in terms of their interactions with brands,” she explained. “We believe it’s important to be part of that opportunity to help our customers create that new bond.” 

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