Publications
Publications
- October 2023 (Revised February 2024)
- HBS Case Collection
Design and Evaluation of Targeted Interventions
By: Eva Ascarza and Ta-Wei (David) Huang
Abstract
Targeted interventions serve as a pivotal tool in business strategy, streamlining decisions for enhanced efficiency and effectiveness. This note delves into two central facets of such interventions: first, the design of potent decision guidelines, or targeting policies, through assessing individual reactions via A/B testing; and second, the strategic use of A/B tests to predict policy outcomes prior to their full-scale implementation. Complementing these insights, the note presents real-world data illustrations and essential coding guidance, furnishing readers with the hands-on skills needed to adeptly create and evaluate targeting policies.
Keywords
Marketing; Customer Relationship Management; Analysis; Design; Business Strategy; Retail Industry; Apparel and Accessories Industry; Technology Industry; Financial Services Industry; Telecommunications Industry
Citation
Ascarza, Eva, and Ta-Wei (David) Huang. "Design and Evaluation of Targeted Interventions." Harvard Business School Technical Note 524-034, October 2023. (Revised February 2024.)