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      Online MarketingRemove Online Marketing →

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      • Research Summary

      Research Questions

      By: Anita Elberse

      One overarching question drives my research: What are effective marketing strategies for managers in creative industries?

      I focus on three sub-questions:

      1. How can managers in creative industries effectively manage products and product... View Details
      • Teaching Interest

      Scaling Ventures, HBS Online

      By: Jeffrey F. Rayport
      This course is for startup founders and senior leaders who have achieved product-market fit and now need to successfully guide their company through cycles of rapid growth and organizational change. Topics include optimal growth rate, recruiting and motivating... View Details
      • Teaching Interest

      The Business of Entertainment, Media, and Sports (Executive Education)

      By: Anita Elberse
      In the business of entertainment, digital technologies are dramatically disrupting the way products are developed, marketed, and distributed. As a result of this paradigm shift, entertainment executives and content producers are challenged to effectively allocate... View Details
      • Forthcoming
      • Article

      The Customer Journey as a Source of Information

      By: Nicolas Padilla, Eva Ascarza and Oded Netzer
      We introduce a probabilistic machine learning model that fuses customer click-stream data and purchase data within and across journeys. This approach addresses the critical business need for leveraging first-party data (1PD), particularly in environments with... View Details
      Keywords: Consumer Behavior; AI and Machine Learning; Customer Focus and Relationships; Mathematical Methods
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      Padilla, Nicolas, Eva Ascarza, and Oded Netzer. "The Customer Journey as a Source of Information." Quantitative Marketing and Economics (forthcoming). (Pre-published online November 5, 2024.)
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