Title
Mobile Couponing — A Predictive Approach
Speaker
Dave Cameron, Nielsen
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.
Dave Cameron serves as vice president of statistical innovation for the Nielsen Company. He has over 20 years’ experience in developing and implementing statistically sound and scalable ways to better measure and target the right consumers or consumer segments. His background includes leading statistical innovation around new products for measuring consumer behavior, creation and development of analytic approaches to customer relationship management for clients, and predicting ROI for marketing campaigns. Dave has a master’s of applied statistics from The Ohio State University.
