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  • June 2025
  • Exercise

Full-Funnel Advertising on TikTok: An Experiment

By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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  • February 2008 (Revised November 2008)
  • Case

Radical Collaboration: IBM Microelectronics Joint Development Alliances

By: Willy Shih, Gary Pisano and Andrew A. King
IBM's "Radical Collaboration" model has been an innovative approach to meeting the challenges of the huge R&D and capital investments that are needed to stay competitive in the global semiconductor industry. This model has required a rethinking of what is proprietary,... View Details
Keywords: Cost Management; Investment; Collaborative Innovation and Invention; Problems and Challenges; Alliances; Networks; Partners and Partnerships; Research and Development; Competitive Advantage; Semiconductor Industry
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  • 10 Sep 2021
  • News

Human or Computer? Who’s Really Helping You With Customer Service?

  • May 2024
  • Supplement

HubSpot and Motion AI (B): Generative AI Opportunities

By: Jill Avery
The technologies driving artificial intelligence (AI) had progressed significantly since HubSpot’s acquisition of Motion AI in 2017. Generative AI was the newest major development. Software-as-a-service (SaaS) companies such as HubSpot were analyzing how generative AI... View Details
Keywords: Artificial Intelligence; CRM; Chatbots; Sales Management; Generative Ai; SaaS; Marketing; Sales; AI and Machine Learning; Customer Relationship Management; Applications and Software; Technological Innovation; Competitive Advantage; Technology Industry; United States
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  • June 2025
  • Exercise

Full-Funnel Advertising on TikTok: An Experiment (Solution)

By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
Related
  • June 2025
  • Supplement

Full-Funnel Advertising on TikTok: An Experiment

By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
Related
  • 2021
  • Case

Starbucks: Opposing a Local Tax to Address Homelessness while Promoting Social Justice

By: Andrew J. Hoffman
In 2018, the Seattle City Council unanimously voted 9-0 for a tax that would require companies whose annual revenue surpassed $20 million to pay the city $275 per employee per year. The tax money would then be used to combat homelessness in Seattle. In response,... View Details
Keywords: Taxation; City; Welfare; Wealth and Poverty; Corporate Social Responsibility and Impact; Seattle
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  • October 2022
  • Case

Ethena: A Go-to-Market Dilemma

By: Rembrand Koning and Stacy Straaberg
In November 2021, Roxanne Petraeus and Anne Solmssen, founders of Brooklyn-based software-as-a-service (SaaS) startup Ethena, were looking to expand their compliance training business. The founders hired Arnie Gullov-Singh, an outside revenue consultant, to advise on... View Details
Keywords: Decision Choices and Conditions; Judgments; Growth and Development Strategy; Business or Company Management; Business Strategy; Expansion; Segmentation; Technology Industry; United States; New York (state, US)
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    Jacob M. Cook

    Jacob Cook is a Lecturer in the Marketing Unit at Harvard Business School, where he teaches the EC course Digital Marketing & AI Workshop. His work focuses on how companies design and scale customer acquisition and retention strategies using digital marketing,... View Details

    • 25 Jan 2008
    • Working Paper Summaries

    What Do Non-Governmental Organizations Do?

    Keywords: by Eric D. Werker & Faisal Z. Ahmed
    • September 2017
    • Editorial

    Helping Patients with Cancer Navigate Narrow Networks

    By: Stephen M. Schleicher, Emeline M. Aviki and Thomas W. Feeley
    The Affordable Care Act of 2010 (ACA) was designed primarily to improve patient access to affordable health care. The access-expanding provisions of the ACA included federal- and state-based health insurance exchanges with minimum coverage requirements and preexisting... View Details
    Keywords: Health Care and Treatment; Insurance; Problems and Challenges; United States
    Related
    • 03 May 2011
    • Working Paper Summaries

    Big BRICs, Weak Foundations: The Beginning of Public Elementary Education in Brazil, Russia, India, and China, 1880-1930

    Keywords: by Latika Chaudhary, Aldo Musacchio, Steven Nafziger & Se Yan
    • Web

    Marketing - Faculty & Research

    strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance ads focused on driving sales at the... View Details
    • 27 Sep 2016
    • HBS Seminar

    Catherine Tinsley, Georgetown University McDonough School of Business

    • Fast Answer

    Delisted securities: prices

    open the Datastream Formula Builder. Under Category select Equities from the drop-down list Select the funnel icon (find series)  beside the Explorer window to launch Datastream Navigator. Enter your security... View Details
    • 07 Apr 2022
    • Research & Ideas

    Giving Back: Consumers Care More About How Companies Donate Than How Much

    profits over one week. The psychology of giving Consumers might be making these choices for several reasons, even beyond judgments of generosity, Keenan says. For example, people shopping for brands that donate a higher percentage of profits may believe a larger... View Details
    Keywords: by Pamela Reynolds
    • 01 Dec 2023
    • News

    Case Study: Staking a Claim

    their problem and spend more effort at the top of the funnel than you’d like. Think about it: The usual catalyst to buy car insurance is to first buy a car. Same for homeowners’ insurance. These moments triggered discrete opportunities... View Details
    Keywords: Jen McFarland Flint; Insurance Carriers and Related Activities; Finance
    • 12 Apr 2022
    • Blog Post

    The Many Languages of Medicine to Impact Care Delivery

    increasing the participation of diverse voices in the health care technology space. To address top of the funnel barriers in attracting diverse talent, we formed the DIH fellowship, which has sent a number of Black, Latinx, and female... View Details
    • 01 Dec 2022
    • News

    Future Vision

    10 percent of students who demonstrate the greatest financial need. We’ve also revised the financial aid formula to factor in socioeconomic background, in addition to personal income, assets, and undergraduate debt, and instituted a need-based application-fee waiver.... View Details
    Keywords: Brian Kenny; Educational Support Services; Educational Services
    • Web

    Launching Tech Ventures | HBS Online

    growth strategy. Highlights Ravish Naresh, Khatabook Founder Sarah Tavel, Benchmark General Partner Show Hide Details Concepts Khatabook Retaining the Users You Acquire Scaling Decisions Featured Exercises Describe the marketing funnel... View Details