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  • January 2019
  • Teaching Note
  • HBS Case Collection

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

By: Ayelet Israeli
  • Format:Print
  • | Language:English
  • | Pages:23
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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; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce

Citation

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

Ayelet Israeli

Marketing
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