Publications
Publications
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(1,714)
- Faculty Publications (503)
- January 2021
- Supplement
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... View Details
Keywords: Data Analysis; Data Analytics; CPG; Consumer Packaged Goods (CPG); Online Channel; Retail; Retail Analytics; Retailing Industry; Data; Data Sharing; Ecommerce; Assortment Optimization; Assortment Planning; Analytics and Data Science; Retention; Retail Industry; Retail 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... View Details
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); Analytics and Data Science; Analysis; Retention; E-commerce; Retail Industry; Retail Industry; United States
- January 2021 (Revised March 2021)
- Supplement
E-Commerce Analytics for CPG Firms (C): Free Delivery Terms
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... View Details
Keywords: Data; Data Analysis; Data Analytics; Data Sharing; CPG; Consumer Packaged Goods (CPG); Delivery Planning; Customer Lifetime Value; Online Channel; Retail; Retail Analytics; Retailing Industry; Ecommerce; Grocery; Grocery Delivery; Margins; Retention; Analytics and Data Science; Analysis; Retail Industry; Retail Industry; United States
- January 2021 (Revised March 2021)
- Exercise
E-Commerce Analytics for CPG Firms (C): Free Delivery Terms
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... View Details
Keywords: Data; Data Analysis; Data Analytics; Data Sharing; CPG; Consumer Packaged Goods (CPG); Delivery Planning; Customer Lifetime Value; Online Channel; Retail; Retail Analytics; Retailing Industry; Ecommerce; Grocery; Grocery Delivery; Margins; Analytics and Data Science; Retention; E-commerce; Retail Industry; Retail Industry; United States
- January 2021 (Revised February 2021)
- Case
Tech with a Side of Pizza: How Domino's Rose to the Top
By: Boris Groysberg, Sarah L. Abbott and Susan Seligson
After hitting an all-time low in 2008, Domino’s Pizza underwent a vigorous rebranding, product development, and embraced innovative technologies to become the world’s leading international fast-food retailer. Domino’s considered itself as much a tech company as it was... View Details
Keywords: Digital Marketing; Digital Technology; Innovation; Scaling; Data Analytics; Turnaround; Technological Innovation; Information Technology; Strategy; Management; Marketing; Operations; Human Resources; Entrepreneurship; Change Management; Analysis; Performance; Customers; Growth and Development; Competitive Advantage; Employees; Training; Leadership Development; Food and Beverage Industry; Food and Beverage Industry; United States
- January 2021 (Revised June 2023)
- Case
Biobot Analytics
In 2017, Newsha Ghaeli and Mariana Matus were deciding whether to leave their labs at the Massachusetts Institute of Technology, put other job opportunities aside, and dive full-time into founding a wastewater analysis start-up, Biobot. Ghaeli, an architect, and Matus,... View Details
- November 2020
- Teaching Note
Valuing Celgene's CVR
By: Benjamin C. Esty and Daniel Fisher
Teaching Note for HBS Case No. 221-031. When Bristol-Myers Squibb (BMS) acquired Celgene Corporation in November 2019, Celgene shareholders received cash, BMS stock, and a contingent value right (CVRs) that would pay $9 if the U.S. Food and Drug Administration (FDA)... View Details
- November 2020
- Supplement
Valuing Celgene's CVR
By: Benjamin C. Esty and Daniel Fisher
When Bristol-Myers Squibb (BMS) acquired Celgene Corporation in November 2019, Celgene shareholders received cash, BMS stock, and a contingent value right (CVRs) that would pay $9 if the U.S. Food and Drug Administration (FDA) approved three of Celgene’s late stage... View Details
- November 2020
- Case
Valuing Celgene's CVR
By: Benjamin C. Esty and Daniel Fisher
When Bristol-Myers Squibb (BMS) acquired Celgene Corporation in November 2019, Celgene shareholders received cash, BMS stock, and a contingent value right (CVRs) that would pay $9 if the U.S. Food and Drug Administration (FDA) approved three of Celgene’s late stage... View Details
- November 2020
- Case
Wilderness Safaris: Responses to the COVID-19 Crisis
By: James E. Austin, Megan Epler Wood and Herman B. "Dutch" Leonard
This case is an epilogue to “Wilderness Safaris: Impact Investing and Ecotourism Conservation in Africa” (2-321-020), which ends with the emergence of the pandemic in March 2020. The final discussion area for that case can be “What should Wilderness Safari CEO Keith... View Details
- October 2020 (Revised June 2021)
- Case
Francisco Partners Private Credit Opportunity Fund
By: Luis M. Viceira, John D. Dionne, Soracha Prathanrasnikorn and Ari Sunshine
In April 2020, Scott Einsenberg, the Head of Credit at the private equity firm Francisco Partners, is deciding whether to go ahead with extending a private lending agreement to Eventbrite, Inc. (NYSE: EB), a leading global event management and online ticketing... View Details
- September 2020 (Revised July 2022)
- 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... View Details
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; Discrimination; Targeting; Targeted Advertising; Pricing Algorithms; Ethical Decision Making; Customer Heterogeneity; Marketing; Race; Ethnicity; Gender; Diversity; Prejudice and Bias; Marketing Communications; Analytics and Data Science; Analysis; Decision Making; Ethics; Customer Relationship Management; E-commerce; Retail Industry; Retail Industry; United States
- September 2020 (Revised February 2024)
- Teaching Note
Artea (A), (B), (C), and (D): Designing Targeting Strategies
By: Eva Ascarza and Ayelet Israeli
Teaching Note for HBS No. 521-021,521-022,521-037,521-043. 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... View Details
- September 2020 (Revised July 2022)
- Exercise
Artea (B): Including Customer-Level Demographic Data
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... View Details
- September 2020 (Revised July 2022)
- Exercise
Artea (C): Potential Discrimination through Algorithmic Targeting
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... View Details
- September 2020 (Revised July 2022)
- Exercise
Artea (D): Discrimination through Algorithmic Bias in Targeting
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... View Details
- September 2020 (Revised June 2023)
- 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... View Details
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 Strategy; Discrimination; Targeted Advertising; Targeted Policies; Targeting; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Algorithmic Bias; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Retail Industry; United States
- September 2020 (Revised June 2023)
- Supplement
Spreadsheet Supplement to Artea Teaching Note
By: Eva Ascarza and Ayelet Israeli
Spreadsheet Supplement to Artea Teaching Note 521-041. 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... View Details
- August 2020 (Revised June 2021)
- Case
Just Arrived: Integrating Refugees in Sweden
By: Brian Trelstad, Emilie Billaud and Mette Fuglsang Hjortshoej
Just Arrived is an online platform that matches newly-arrived immigrants in Sweden with employment opportunities. As one of several for-profit and non-profit start-ups in Europe that is looking to address the refugee crisis, the case enables a comparative analysis of... View Details
- July 2020
- Case
Applying Data Science and Analytics at P&G
By: Srikant M. Datar, Sarah Mehta and Paul Hamilton
Set in December 2019, this case explores how P&G has applied data science and analytics to cut costs and improve outcomes across its business units. The case provides an overview of P&G’s approach to data management and governance, and reviews the challenges associated... View Details