Publications
Publications
- September 2024
Assessing the Value of Unifying and De-duplicating Customer Data
By: Elie Ofek and Hema Yoganarasimhan
Abstract
This exercise provides an opportunity for students to gain hands on experience with assessing the value of unifying various customer databases that a firm may have (e.g., across the different brands it markets) and of properly identifying customers to avoid duplication and misclassifications. It further provides an example of evaluating the ROI on a marketing intervention, and quantifying the implications of properly accounting for various customer records in the firm’s databases. The exercise breaks down the assessment into several tasks and questions. Taken together, the exercise allows for a demonstration of the value to marketers of properly identifying and unifying customer records. A Spreadsheet Supplement (HBP 525-701), which should be made available to students along with the exercise, contains the necessary data to conduct the relevant analyses.
Citation
Ofek, Elie, and Hema Yoganarasimhan. "Assessing the Value of Unifying and De-duplicating Customer Data." Harvard Business School Exercise 525-023, September 2024.