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Nielsen Partners for Mobile 'Insight Engine'
Software developer Openwave Systems Inc. is to collaborate with Nielsen to develop an 'insight engine', combining demographics and analytics to help mobile operators analyze, profile and target audience segments.
The solution combines features of the Openwave Analytics platform and the 66 demographics and behavior types of Nielsen's PRIZMŽ consumer segmentation system. Analysis options to optimise web site content will include time spent on pages and clickthrough rates.
Nielsen launch its own Mobile-PRIZM service 18 months ago, combining the company's consumer segmentation and mobile media targeting tools.
John Giere, Openwave's SVP, Products and Marketing, says the new partners hope 'to arm the industry with actionable solutions which provide better response rates and more measurable mobile campaigns.' Nielsen Claritas SVP Mark Nelson comments: 'By combining carrier-related mobile analytics with Nielsen's PRIZM and ConneXions segmentation, carriers can analyze and measure mobile behaviors in terms that advertisers understand. We believe this integrated approach will help drive adoption of mobile as a viable advertising platform.'
Web sites: www.nielsen.com and www.openwave.com .
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