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  • February 2011 (Revised February 2012)
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Online Marketing at Big Skinny

By: Benjamin Edelman and Scott Duke Kominers
  • Format:Print
  • | Language:English
  • | Pages:13
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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.)
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About The Author

Scott Duke Kominers

Entrepreneurial Management
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Related Work

    • February 2011 (Revised February 2012)
    • Faculty Research

    Online Marketing at Big Skinny

    By: Benjamin Edelman and Scott Duke Kominers
Related Work
  • Online Marketing at Big Skinny By: Benjamin Edelman and Scott Duke Kominers
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