Sports streaming technology company Deltatre has launched mtribes, a new software-as-a-service (SaaS) technology that will allow media outlets running a multi-platform digital or OTT service to identify user groups and their behaviours.
The solution will also allow operators to create personalised user experiences and measure how effective their personalisation methods are. Deltatre said it will take media companies less than 15 minutes, on average, to integrate mtribes into their websites and apps.
Deltatre claims that mtribes will be the first product that brings together audience segmentation, user experience configuration, user insights and feature testing under one “holistic console” for non-technical teams.
It is hoped mtribes will allow operators to identify so-called ‘tribes’ within their user base, which will allow for the creation of a more refined user experience.
The NFL and the ATP Tour’s Tennis TV are among Deltatre’s OTT customers.
Deltatre said: “mtribes allows sports providers to analyse user behaviour in real time and effectively identify and segment user Tribes including fans of different teams or sports. The platform’s UX and promoted content can be altered in real time to more effectively engage users.
“With mtribes, media operators can better define strategy and validate investment into a streaming service by making it easy for editors to test new campaigns or features on a subset of users, before rollout to a larger audience. It can track user activity across devices to build a comprehensive picture of how a customer uses a digital service, and generate insights that can be used to measure the effectiveness of UX personalisation decisions.”
Ron Downey, president of OTT at Deltatre, said: “Today’s OTT providers come up against three main challenges.
“How do we configure our UI without devoting valuable resource on engineering that’s better spent elsewhere? How can we unlock our data and truly understand how users interact with our service? And how can we target, measure and validate personalisation based on these insights? With mtribes, there is now a product that can answer these questions for operators across both sport and entertainment in minutes, not months.”
It emerged in December that private equity firm Bruin Sports Capital is exploring a sale of the company. Bruin Sports Capital has reportedly been analysing its strategic options, including a sale valuing the company at $1bn (€915m) or above.
Deltatre last week made two additions to its commercial team, appointing World Wrestling Entertainment’s Adam Bigwood and former Perform executive Adam Bowley. Deltatre said that the two arrivals continue the “significant investment in high-profile appointments” at the company.