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- August 2018 (Revised September 2018)
- Supplement
LendingClub (B): Decision Trees & Random Forests
By: Srikant M. Datar and Caitlin N. Bowler
This case builds directly on the LendingClub (A) case. In this case students follow Emily Figel as she builds two tree-based models using historical LendingClub data to predict, with some probability, whether borrower will repay or default on his loan.
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- August 2018 (Revised September 2018)
- Supplement
LendingClub (C): Gradient Boosting & Payoff Matrix
By: Srikant M. Datar and Caitlin N. Bowler
This case builds directly on the LendingClub (A) and (B) cases. In this case students follow Emily Figel as she builds an even more sophisticated model using the gradient boosted tree method to predict, with some probability, whether a borrower would repay or default... View Details
- Article
The Impact of the 'Open' Workspace on Human Collaboration
By: Ethan Bernstein and Stephen Turban
Organizations’ pursuit of increased workplace collaboration has led managers to transform traditional office spaces into “open,” transparency-enhancing architectures with fewer walls, doors, and other spatial boundaries, yet there is scant direct empirical research on... View Details
Keywords: Open Office; Transparency; Collaboration; Collective Intelligence; Workspace; Workspace Design; Architecture; Cubicles; Boundaries; Spatial Boundaries; Human Behavior; Propinquity; Co-location; Interaction; Sociometers; People Analytics; Buildings and Facilities; Communication; Design; Human Resources; Leadership; Management; Organizational Design; Organizational Structure; Networks; Social and Collaborative Networks; Information Technology; United States
- August 2018 (Revised October 2019)
- Case
C3.ai—Driven to Succeed
By: Robert Simons and George Gonzalez
CEO Tom Siebel navigates his artificial intelligence (ai) startup through a series of pivots, market expansions, and even an elephant attack to become a leading platform ad service provider. The case describes his unusual management approach emphasizing employee... View Details
Keywords: Strategy Execution; Performance Measurement; Critical Performance Variables; Strategic Boundaries; Internet Of Things; Artificial Intelligence; Software Development; Big Data; Machine Learning; Business Startups; Management Style; Business Strategy; Performance; Measurement and Metrics; Organizational Culture; AI and Machine Learning; Digital Transformation; Applications and Software; Digital Marketing; Analytics and Data Science; Technology Industry; United States; California
- August 2018 (Revised October 2020)
- Case
Tailor Brands: Artificial Intelligence-Driven Branding
By: Jill Avery
Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills... View Details
Keywords: Startup; Services; Artificial Intelligence; Machine Learning; Digital Marketing; Brand Management; Big Data; Internet Marketing; Analytics; Marketing; Marketing Strategy; Brands and Branding; Information Technology; Entrepreneurship; Venture Capital; Business Model; Consumer Behavior; AI and Machine Learning; Analytics and Data Science; Advertising Industry; Service Industry; Technology Industry; United States; North America; Israel
- August 2018 (Revised February 2023)
- 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... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
- July 2018
- Article
Reimagining Health Data Exchange: An Application Programming Interface-Enabled Roadmap for India
By: Satchit Balsari, Alexander Fortenko MD, MPH, Joaquin A. Blaya PhD, Adrian Gropper MD, Malavika Jayaram LLM, Rahul Matthan LLM, Ram Sahasranam, Mark Shankar MD, Suptendra N. Sarbadhikari PhD, Barbara Bierer, Kenneth D. Mandl MD, Sanjay Mehendale MD, MPH and Tarun Khanna
In February 2018, the Government of India announced a massive public health insurance scheme extending coverage to 500 million citizens, in effect making it the world’s largest insurance program. To meet this target, the government will rely on technology to... View Details
- July 2018
- Article
Revisiting the Classical View of Benefit-Based Taxation
This article incorporates into modern optimal tax theory the classical logic of benefit‐based taxation in which an individual's benefit from the activities of the state is tied to his or her income‐earning ability. First‐best optimal policy is characterized... View Details
- June 2018 (Revised January 2019)
- Background Note
Visualizing Data & Effective Communication
By: Srikant M. Datar and Caitlin N. Bowler
This note explores three specific ways an analyst can use visualization. Section 1 considers visualization to explore data. Section 2 discusses visualization as a tool for developing a deeper understanding of trends and phenomena encoded in the data. Section 3... View Details
- 2018
- Working Paper
Learning to Become a Taste Expert
By: Kathryn A. Latour and John A. Deighton
Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming an expert center on cultivating an analytic mindset. In the present research the authors... View Details
- June 2018
- Article
Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged
By: Clarence Lee, Elie Ofek and Thomas Steenburgh
We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way that customers use the service postadoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across... View Details
- May 2018 (Revised February 2019)
- Case
The Powers That Be (Internet Edition): Google, Apple, Facebook, Amazon, and Microsoft
By: Jeffrey F. Rayport, Julia Kelley and Nathaniel Schwalb
As of early 2018, five U.S. technology companies—Google, Apple, Facebook, Amazon, and Microsoft—were among the largest companies in the world. Similarly, three Chinese technology firms—Baidu, Alibaba, and Tencent, or BAT—had emerged as global players due in part to the... View Details
- May 2018 (Revised June 2018)
- Case
Cowen Inc.: Leveraging Data
By: Boris Groysberg, Sarah Abbott and Annelena Lobb
Cowen Inc.’s broker-dealer, Cowen and Company, LLC, boasted a number of analysts who had made prescient stock calls on the basis of creative data analysis. Now Cowen Inc. had opened a new subsidiary, Kyber, which would attempt to monetize new data science products.... View Details
- May 2018
- Case
The Multiple Myeloma Research Foundation's Answer Fund
By: Richard G. Hamermesh and Matthew G. Preble
Keywords: Data Analytics; Customer Focus and Relationships; Customer Relationship Management; Cost vs Benefits; Investment Return; Health Care and Treatment; Innovation Leadership; Intellectual Property; Knowledge Sharing; Knowledge Dissemination; Leadership; Leading Change; Resource Allocation; Goals and Objectives; Marketing Communications; Performance; Programs; Projects; Business and Community Relations; Business and Stakeholder Relations; Networks; Partners and Partnerships; Research and Development; Genetics; Behavior; Motivation and Incentives; Social and Collaborative Networks; Nonprofit Organizations; Strategy; Health Industry; Pharmaceutical Industry; Biotechnology Industry; United States
- May 2018
- Exercise
Data Visualization & Communication Exercise
By: Srikant M. Datar and Caitlin N. Bowler
This exercise uses the 1986 Challenger shuttle disaster to explore the relationship between data visualization, effective communication, and decision-making. Students review and analyze excerpts from the 13 charts engineers presented to NASA executives the night before... View Details
- Article
Space, the Final Economic Frontier
After decades of centralized control of economic activity in space, NASA and U.S. policymakers have begun to cede the direction of human activities in space to commercial companies. NASA garnered more than 0.7% of GDP in the mid-1960s but is only around 0.1% of GDP... View Details
- March 2018 (Revised August 2018)
- Case
Matching Markets for Googlers
By: Bo Cowgill and Rembrand Koning
This case describes how Google designed and launched an internal matching market to assign individual workers with projects and managers. The case evaluates how marketplace design considerations—and several alternative staffing models—could affect the company’s goals... View Details
- March 2018
- Case
TrustSphere: Building a Market for Relationship Analytics
By: Boris Groysberg and Katherine Connolly Baden
Manish Goel was the CEO of TrustSphere, a seven-year-old company in the data analytics industry that focused squarely on relationship analytics, a space in which TrustSphere was pioneering a unique technology and solutions in the areas of sales, risk, and people... View Details
- February 2018 (Revised October 2019)
- Technical Note
The Art and Science of Brand Valuation
By: Jill Avery
Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are... View Details
Keywords: Brand Valuation; Brand Value; Brand; Brand Management; Marketing ROI; Brand Equity; Analytics; Return On Investment; Brands and Branding; Valuation; Marketing; Marketing Strategy; Investment Return; Consumer Behavior; Advertising Industry; Consumer Products Industry; Apparel and Accessories Industry; Auto Industry; Beauty and Cosmetics Industry; Electronics Industry; Fashion Industry; Food and Beverage Industry