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- January 2021 (Revised May 2021)
- Case
Amazon Shopper Panel: Paying Customers for Their Data
By: Eva Ascarza and Ayelet Israeli
This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own...
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Keywords:
Data Analytics;
Data Privacy;
Data Management;
＂Marketing Analytics＂;
Marketing Communication;
Marketing Research;
Data-driven Management;
E-commerce;
E-Commerce Strategy;
Ethical Decision Making;
CRM;
Consumer Protection;
Targeted Advertising;
Targeted Policies;
Data Ownership;
Marketing;
Research;
Marketing Communications;
Data and Data Sets;
Management;
Customer Relationship Management;
Ethics;
Retail Industry;
Technology Industry;
United States
- January 2021
- Exercise
E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer
By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...
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Keywords:
Data Analysis;
Data Analytics;
CPG;
Consumer Packaged Goods (CPG);
Online Channel;
Retail Analytics;
Retail;
Retailing Industry;
Data;
Data Sharing;
Ecommerce;
CRM;
Loyalty Management;
Assortment Planning;
Assortment Optimization;
Lifetime Value (LTV);
Data and Data Sets;
Analysis;
Retention;
Retail Industry;
Consumer Products Industry;
United States
- September 2020
- Technical Note
Algorithmic Bias in Marketing
By: Ayelet Israeli and Eva Ascarza
This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and product—characterizing the marketing...
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Keywords:
Algorithmic Data;
Race And Ethnicity;
Promotion;
＂Marketing Analytics＂;
Marketing And Society;
Big Data;
Privacy;
Data-driven Management;
Data Analysis;
Data Analytics;
E-Commerce Strategy;
E-commerce;
Discrimination;
Targeting;
Targeted Advertising;
Pricing Algorithms;
Ethical Decision Making;
Customer Heterogeneity;
Marketing;
Race;
Ethnicity;
Gender;
Diversity;
Prejudice and Bias;
Marketing Communications;
Data and Data Sets;
Analysis;
Decision Making;
Ethics;
Customer Relationship Management;
Retail Industry;
Apparel and Accessories Industry;
United States
- September 2020 (Revised April 2021)
- Exercise
Artea: Designing Targeting Strategies
By: Eva Ascarza and Ayelet Israeli
This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The...
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Keywords:
Algorithmic Data;
Race And Ethnicity;
Experimentation;
Promotion;
＂Marketing Analytics＂;
Marketing And Society;
Big Data;
Privacy;
Data-driven Management;
Data Analytics;
Data Analysis;
E-commerce;
E-Commerce Strategy;
Discrimination;
Targeted Advertising;
Targeted Policies;
Targeting;
Pricing Algorithms;
A/B Testing;
Ethical Decision Making;
Customer Base Analysis;
Customer Heterogeneity;
Coupons;
Marketing;
Race;
Gender;
Diversity;
Customer Relationship Management;
Marketing Communications;
Advertising;
Decision Making;
Ethics;
Retail Industry;
Apparel and Accessories Industry;
United States
- September 2020
- Case
True North: Pioneering Analytics, Algorithms and Artificial Intelligence
By: Karim R. Lakhani, Kairavi Dey and Hannah Mayer
True North was a private equity fund that specialized in the growth and buyout of mid-market, India-centric companies. The leadership team initially believed that technology was not core to traditional businesses and steered clear of new age technology-oriented...
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- June 2020
- Background Note
Customer Management Dynamics and Cohort Analysis
By: Elie Ofek, Barak Libai and Eitan Muller
The digital revolution has allowed companies to amass considerable amounts of data on their customers. Using this information to generate actionable insights is fast becoming a critical skill that firms must master if they wish to effectively compete and win in today’s...
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- 2020
- Book
The Power of Experiments: Decision-Making in a Data-Driven World
By: Michael Luca and Max H. Bazerman
Have you logged into Facebook recently? Searched for something on Google? Chosen a movie on Netflix? If so, you've probably been an unwitting participant in a variety of experiments—also known as randomized controlled trials—designed to test the impact of changes to an...
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- 2020
- Working Paper
The Effects of Hierarchy on Learning and Performance in Business Experimentation
By: Sourobh Ghosh, Stefan Thomke and Hazjier Pourkhalkhali
Do senior managers help or hurt business experiments? Despite the widespread adoption of business experiments to guide strategic decision-making, we lack a scholarly understanding of what role senior managers play in firm experimentation. Using proprietary data of live...
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- January 2020
- Case
Banorte Móvil: Data-Driven Mobile Growth
By: Ayelet Israeli, Carla Larangeira and Mariana Cal
In mid-2019, Carlos Hank was deliberating over the results for Banorte Móvil—the mobile application for Banorte, Mexico’s most profitable and second-largest financial institution. Hank, who had been appointed as Banorte´s Chairman of the Board in January 2015, had...
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- 2019
- Book
Operations in an Omnichannel World
By: Santiago Gallino and Antonio Moreno
The world of retailing has changed dramatically in the past decade. Sales originating at online channels have been steadily increasing, and even for sales transacted at brick-and-mortar channels, a much larger fraction of sales is affected by online channels in...
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- January 2019
- Teaching Note
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Ayelet Israeli
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...
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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
- August 2018 (Revised December 2020)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
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...
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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;
Consumer Behavior;
Acquisition;
Growth and Development Strategy;
Customer Focus and Relationships;
Health Industry;
Consumer Products Industry;
United States;
North America;
Europe
- August 2017
- Case
Data-driven Manufacturing: The Kutesmart System
By: Willy Shih and Nancy Hua Dai
The data-driven manufacturing system at this Chinese bespoke mens' suit manufacturer illustrates the use of information technology to support mass customization in a largely manual production environment. It contrasts sharply with some of the Industrie 4.0...
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- 2017
- Article
High-Skilled Migration and Agglomeration
By: Sari Pekkala Kerr, William R. Kerr, Çağlar Özden and Christopher Parsons
This paper reviews recent research regarding high-skilled migration. We adopt a data-driven perspective, bringing together and describing several ongoing research streams that range from the construction of global migration databases, to the legal codification of...
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- Winter 2017
- Article
Why Big Data Isn't Enough
By: Sen Chai and Willy C. Shih
There is a growing belief that sophisticated algorithms can explore huge databases and find relationships independent of any preconceived hypotheses. But in businesses that involve scientific research and technological innovation, this approach is misguided and...
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- September 2016 (Revised September 2016)
- Supplement
ZenRecruit: Data-Driven Sales Coaching
By: Mark N. Roberge
Amara Kaggwa leads the small but rapidly expanding sales team at ZenRecruit, a recruiting software application used by small businesses. Armed with six months of sales performance metrics, Kaggwa is preparing for her monthly performance conversations with two...
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- March 2015 (Revised May 2018)
- Case
JPMorgan Chase: Tapping an Overlooked Talent Pool
By: Boris Groysberg and Katherine Connolly
By the spring of 2014, the pilot had come to an end for JPMorgan Chase's ReEntry Program, a program designed for women coming back to the workforce after a period of time away. Mary Callahan Erdoes, CEO of Asset Management, and her team had to evaluate whether or not...
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- June 2014 (Revised March 2016)
- Case
Relating to Peapod
By: Susan Fournier and Jill Avery
Explores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers conducted between the Summer of 1997 and the Fall of 1999. Three representative case...
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- February 2014
- Case
BGI: Data-driven Research
By: Willy Shih and Sen Chai
BGI has the largest installed gene-sequencing capacity in the world, and to Zhang Gengyun, general manager of the Life Sciences Division, this represented an opportunity to apply his training as a plant breeder and his early career work as a biochemist to improving...
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Keywords:
Genomics;
Gene Sequencing;
Life Sciences;
Plant Breeding;
Human Genome Program;
Beijing Genomics Institute;
BGI;
Rice Genome;
Technological Innovation;
Innovation Strategy;
Research;
Research and Development;
Science;
Genetics;
Science-Based Business;
Strategy;
Commercialization;
Corporate Strategy;
Technology;
Information Technology;
Software;
Agriculture and Agribusiness Industry;
Biotechnology Industry;
Food and Beverage Industry;
China;
United States
- December 2013 (Revised September 2017)
- Case
Atlanta Schools: Measures to Improve Performance
By: Robert Simons and Natalie Kindred
The widespread cheating scandal that rocked the Atlanta public school system in 2010 and 2011 illustrates how high-stakes performance pressure, without sufficient risk controls, can drive dangerous behavior. After becoming superintendent of the low-income and...
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Keywords:
Atlanta;
Test;
Testing;
Standardized Test;
Standardized Testing;
No Child Left Behind;
NCLB;
Cheating;
Performance Pressure;
Measurement;
Incentives;
Atlanta Public Schools;
Management;
Leadership;
Ethics;
Performance;
Performance Evaluation;
Performance Expectations;
Risk Management;
Education;
Education Industry;
United States;
Georgia (state, US);
Atlanta