Rewards Boost

DY + Mastercard Rewards (MRS)

Rewards Boost enables you to activate Mastercard Rewards (MRS) data within Dynamic Yield to create personalized, measurable customer experiences across channels.

It allows you to use loyalty signals (points, redemption behavior, lifecycle stage) to target users and drive engagement without rebuilding campaigns as data updates.

Quick Start

Follow these steps to activate MRS data and start targeting:

1. Add the ICA in General Settings 
2. Enable the user_data_feed_enrichment feature flag 
3. Navigate to User Data Feeds (Extension) and select “Sync Mastercard Feed” 
4. Validate the sync in Audiences (MRS attributes should appear) 
5. Create an audience and use it in an Email, Push, or In-app campaign

Value Proposition

• Always-on personalization 
  Deliver messaging that automatically adapts based on refreshed MRS data — no need to rebuild campaigns 
• Minimal operational lift 
  Use predefined data structures and use cases to reduce manual segmentation 
• Measurable impact on loyalty engagement 
  Drive increases in point awareness, redemption rates, and overall program utilization 

1. Data & Targeting

MRS Data in Dynamic Yield

You can use the following MRS attributes for targeting:

• Points balance 
• Points earned 
• Redemption behavior 
• Lifecycle stage 

All targeting is executed at the cardholder level using BCN (mapped as CUID in DY).

Activate & Access MRS Data in Dynamic Yield

To make MRS data available for targeting:

1. Add ICA 
   In General Settings, add the ICA provided for the MRS integration 
2. Enable Feature Flag 
   Ensure the user_data_feed_enrichment feature flag is enabled 
3. Sync the Mastercard Feed 
   Navigate to User Data Feeds (Extension) and select “Sync Mastercard Feed” 
4. Validate Data Availability 
   After syncing, the feed appears as a User Data Feed 
   You can access MRS attributes within Audiences and begin building segments 
5. Verify Sync 
   The sync is typically immediate 
   Confirm successful ingestion by checking that MRS attributes are available in Audience Builder 

What Happens After You Sync the Feed

Once the feed is synced:

• Data is ingested and mapped to users using BCN (CUID) 
• MRS attributes become available in Audience Builder 
• Data refreshes daily 
• Any audiences or campaigns you create automatically reflect updated values 

Build Audiences Using MRS Data

You can create audiences such as:

• High vs. low points balance 
• Active vs. inactive redeemers 
• High earners with low redemption 

You can further refine targeting by combining MRS data with:

• Mastercard spend insights 
• FI-provided customer data 

This allows you to target based on both loyalty behavior and spend signals.

2. Activation

You can activate campaigns using MRS data across:

• Email 
• Push notifications 
• Web 
• Mobile
• In-app experiences (Breeze) 

When activating campaigns:

• Use open-time personalization to ensure content reflects the latest data 
• Apply rule-based targeting using MRS attributes 
• Reuse configurations across campaigns without reimplementation 

3. Measurement & Data Freshness

To measure performance, track:

• Impressions 
• Clicks 
• Redemption count 

MRS data is refreshed daily, so:

• Audience membership updates automatically 
• Campaign personalization reflects the most current user state without manual updates 

4. Use Case Framework

You can apply Rewards Boost across the full loyalty lifecycle:

• Activation — Target new-to-program users 
• Re-engagement — Target inactive or non-redeemers 
• Stimulation — Encourage repeat redemption 
• Education — Increase awareness of points and benefits 

You can implement:

• Out-of-the-box use cases 
• Custom FI-specific strategies