Publications

Educators

October 2021
Article

Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach

By: Nicolas Padilla and Eva Ascarza

The success of Customer Relationship Management (CRM) programs ultimately depends on the firm's ability to understand consumers' preferences and precisely capture how these preferences may differ across customers. Only by understanding customer heterogeneity, firms can... View Details

Keywords: Customer Management; Targeting; Deep Exponential Families; Probabilistic Machine Learning; Cold Start Problem; Customer Relationship Management; Programs; Consumer Behavior; Analysis

September 2021
Supplement

Interview with Julio Bruno (Time Out)

Video supplement for HBS Case No. 520-128. View Details

2021
White Paper

Hidden Workers: Untapped Talent

By: Joseph B. Fuller, Manjari Raman, Eva Sage-Gavin and Kristen Hines

Companies are increasingly desperate for workers. As they continue to struggle to find people with the skills they need, their competitiveness and growth prospects are put at risk.

At the same time, an enormous and growing group of people are unemployed or... View Details

Keywords: Hiring; Talent; Skills Gap; Selection and Staffing; Diversity; Talent and Talent Management; Competency and Skills

Read Now

August 2021
Teaching Note

Time Out: The Evolution from Media to Markets

August 2021 (Revised February 2022)
Supplement

Melissa Wood Health: How to Win in the Creator Economy

August 2021 (Revised February 2022)
Supplement

Melissa Wood Health: How to Win in the Creator Economy

August 2021 (Revised January 2024)
Teaching Note

Melissa Wood Health: How to Win in the Creator Economy

July 2021 (Revised January 2022)
Teaching Note

Amazon Shopper Panel: Paying Customers for Their Data

By: Eva Ascarza and Ayelet Israeli

Teaching Note for HBS Case No. 521-058. View Details

July 2021 (Revised October 2021)
Case

Allianz Customer Centricity: Is Simplicity the Way Forward?

By: Eva Ascarza and Emilie Billaud

This case explores the tradeoffs between product personalization and simplicity as companies grow. The case presents an opportunity to understand whether and how each of these approaches enables and/or limits companies’ abilities to provide customer satisfaction while... View Details

Keywords: Simplicity; Customer Focus and Relationships; Customization and Personalization; Customer Satisfaction; Performance Efficiency; Strategy; Insurance Industry; Europe; Germany

Educators

June 23, 2021
Article

Research: When A/B Testing Doesn't Tell You the Whole Story

When it comes to churn prevention, marketers traditionally start by identifying which customers are most likely to churn, and then running A/B tests to determine whether a proposed retention intervention will be effective at retaining those high-risk customers. While... View Details

Keywords: Customer Retention; Churn; Targeting; Market Research; Marketing; Investment Return; Customers; Retention; Research

Register to Read

June 2021
Article

Engineering Serendipity: When Does Knowledge Sharing Lead to Knowledge Production?

By: Jacqueline N. Lane, Ina Ganguli, Patrick Gaule, Eva C. Guinan and Karim R. Lakhani

We investigate how knowledge similarity between two individuals is systematically related to the likelihood that a serendipitous encounter results in knowledge production. We conduct a natural field experiment at a medical research symposium, where we exogenously... View Details

Keywords: Cognitive Similarity; Innovation; Knowledge Production; Natural Field Experiment; Knowledge Acquisition; Knowledge Sharing; Relationships

Register to Read

July–August 2021
Article

Why You Aren't Getting More from Your Marketing AI

By: Eva Ascarza, Michael Ross and Bruce G.S. Hardie

Fewer than 40% of companies that invest in AI see gains from it, usually because of one or more of these errors: (1) They don’t ask the right question, and end up directing AI to solve the wrong problem. (2) They don’t recognize the differences between the value of... View Details

Keywords: Artificial Intelligence; Marketing; Decision Making; Communication; Framework; AI and Machine Learning

May 2021 (Revised August 2021)
Case

Melissa Wood Health: How to Win in the Creator Economy

In October 2020, Melissa Wood-Tepperberg, founder of the digital subscription wellness platform Melissa Wood Health (MWH) and creator of ‘The MWH Method,’ was evaluating the strategic directions of her company. What had started as a way to share workouts and wellness... View Details

Keywords: Lifestyle Brand; Brands and Branding; Strategy; Partners and Partnerships; Negotiation

Educators

Spring 2021
Article

Building Cities' Collaborative Muscle

By: Jorrit De Jong, Amy C. Edmondson, Mark Moore, Hannah Riley-Bowles, Jan Rivkin, Eva Flavia Martínez Orbegozo and Santiago Pulido-Gomez

The most pressing social problems facing cities today require multiagency and cross-sector solutions. We offer tools and techniques to facilitate the process of diagnosing and solving problems by breaking down silos to build up cities. View Details

Keywords: Collaboration; Cross-sector Collaboration; City; Governance; Problems and Challenges; Cooperation