Fan-first video experience specialist Deltatre has unveiled mtribes, a software-as-a-service (SaaS) platform that the company says enables real-time, data-driven UX decisions. 


Giampiero Rinaudo: Learning about a user is crucial 

The tool is designed to allow media operators running a multi-platform digital or over-the-top (OTT) service to quickly identify user groups and their behaviours, create personalised user experiences (UX) and measure the effectiveness of personalisation through real-time insights. 

mtribes brings together audience segmentation, UX configuration, user insights and feature testing under one console for non-technical teams. It is designed to be used by marketers and product owners who can quickly identify ‘tribes’ of users that share similar characteristics, and configure the UX accordingly, including design, features and promotions, to grow engagement and reduce subscriber churn. 

This enables media operators to 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 rolling out 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, OTT, 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.” 

Giampiero Rinaudo, CEO, Deltatre, added that understanding and using data “to drive business goals is a common problem shared across sports and entertainment organisations, particularly at the current time when learning about a user is crucial With mtribes, we now have a product that is a first of its kind, enabling rights owners and holders around the world to keep their audience engaged for longer through best-in-breed technology. We’re very proud to continue pushing innovation around how our clients engage with their fans.”