TY - JOUR T1 - Nielsen Personalizes The Mobile Shopping App JF - Journal of Advertising Research JO - J Advert Res SP - 333 LP - 338 DO - 10.2501/JAR-52-3-333-338 VL - 52 IS - 3 AU - Dave Cameron AU - Chris Gregory AU - Daryl Battaglia Y1 - 2012/09/01 UR - http://www.journalofadvertisingresearch.com/content/52/3/333.abstract N2 - 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. ER -