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Nielsen Personalizes The Mobile Shopping App

If You Build the Technology, They Will Come

Dave Cameron, Chris Gregory, Daryl Battaglia
DOI: 10.2501/JAR-52-3-333-338 Published 1 September 2012
Dave Cameron
Nielsen,
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  • For correspondence: dave.cameron@nielsen.com
Chris Gregory
Nielsen,
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  • For correspondence: chris.gregory@nielsen.com
Daryl Battaglia
Nielsen,
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  • For correspondence: daryl.battaglia@nielsen.com
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ABSTRACT

A transition to new digital channels is transforming the age-old marketing practice of couponing. By personalizing the display of coupons, retailers and marketers can help consumers cut through the coupon clutter and more easily find the coupons that will motivate them to purchase. Through a study with a grocery retailer, their iPhone app and four CPG manufacturers, Nielsen personalized the mobile display sorting the most relevant coupons to the top based on a three-pronged scoring model. Using a test versus control design, personalization yielded higher overall coupon redemptions, and more redemptions for brands and products that are new to a consumer.

  • © Copyright 2012 The ARF. All rights reserved.

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Vol 52 Issue 3

Journal of Advertising Research: 52 (3)
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Nielsen Personalizes The Mobile Shopping App
Dave Cameron, Chris Gregory, Daryl Battaglia
Journal of Advertising Research Sep 2012, 52 (3) 333-338; DOI: 10.2501/JAR-52-3-333-338

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Nielsen Personalizes The Mobile Shopping App
Dave Cameron, Chris Gregory, Daryl Battaglia
Journal of Advertising Research Sep 2012, 52 (3) 333-338; DOI: 10.2501/JAR-52-3-333-338
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