Publications
Publications
- February 2024
Data-Driven Marketing in Retail Markets
By: Ayelet Israeli
Abstract
This note describes an eight-class sessions module on data-driven marketing in retail markets. The module aims to familiarize students with core concepts of data-driven marketing in retail, including exploring the opportunities and challenges, adopting best practices, avoiding common pitfalls, and navigating ethical dilemmas of data collection and deployment of data-driven approaches.
Keywords
Data; Data Analytics; Retail; Retail Analytics; Data Science; Business Analytics; "Marketing Analytics"; Omnichannel; Omnichannel Retailing; Omnichannel Retail; DTC; Direct To Consumer Marketing; Ethical Decision Making; Algorithmic Bias; Privacy; A/B Testing; Descriptive Analytics; Prescriptive Analytics; Predictive Analytics; Analytics and Data Science; E-commerce; Marketing Channels; Demand and Consumers; Marketing Strategy; Retail Industry
Citation
Israeli, Ayelet. "Data-Driven Marketing in Retail Markets." Harvard Business School Module Note 524-062, February 2024.