Teaching Note | HBS Case Collection | January 2019

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

by Ayelet Israeli

Abstract

Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating changes to them that will allow them to grow their business. Ensuring that their marketing dollars were being spent efficiently was critical to the data-driven management team and proving to be complicated as the company moved spending from digital marketing to offline media, which made attribution modeling more difficult. Decisions pertaining to product extensions, channel expansion beyond DTC e-commerce, and geographic expansion were also on the table to prove that Hubble's customer value proposition and operations could profitably scale.

Keywords: DTC; direct to consumer marketing; health care; e-commerce; mobile; digital marketing; attribution; experimentation; experiments; churn/retention; customer lifetime value; internet marketing; big data; analytics; social media; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Online Advertising; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior;

Language: English Format: Print 23 pages Purchase

Citation:

Israeli, Ayelet. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Teaching Note 519-056, January 2019.

About the Author

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Ayelet Israeli
Assistant Professor of Business Administration
Marketing

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