Nielsen Personalizes The Mobile Shopping App
通过与一家杂货零售商及其iPhone应用和四家快消品制造商合作，尼尔森基于三管齐下的评分模型对移动端优惠券展示进行个性化排序，发现个性化能提高整体优惠券兑换率，尤其是对新品牌和新产品的兑换。
<h3>ABSTRACT</h3> 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.