Case | HBS Case Collection | February 2011 (Revised February 2012)

Online Marketing at Big Skinny

by Benjamin Edelman and Scott Duke Kominers

Abstract

Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each technology, and asks which forms of online marketing the company should prioritize in the future. Discusses similarities and differences between online and off-line marketing, as well as issues of marketing campaign evaluation.

Keywords: Advertising Campaigns; Online Advertising; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet; Retail Industry;

Citation:

Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.)