Publications
Publications
- February 2011 (Revised February 2012)
- HBS Case Collection
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; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; 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.)