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Show Results For
- All HBS Web
(497)
- News (91)
- Research (353)
- Events (3)
- Multimedia (3)
- Faculty Publications (140)
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- December 2009
- Article
How to Combat Online Ad Fraud
By: Benjamin Edelman
Online advertisers frequently fall victim to dishonest, tech-savvy publishers. Here's a sampling of common scams with some advice on how to outwit their perpetrators. View Details
Edelman, Benjamin. "How to Combat Online Ad Fraud." Harvard Business Review 87, no. 12 (December 2009): 24–25.
- November–December 2022
- Article
The Value of Descriptive Analytics: Evidence from Online Retailers
By: Ron Berman and Ayelet Israeli
Does the adoption of descriptive analytics impact online retailer performance, and if so, how? We use the synthetic difference-in-differences method to analyze the staggered adoption of a retail analytics dashboard by more than 1,500 e-commerce websites, and we find an... View Details
Keywords: Descriptive Analytics; Big Data; Synthetic Control; E-commerce; Online Retail; Difference-in-differences; Martech; Internet and the Web; Analytics and Data Science; Performance; Marketing; Retail Industry
Berman, Ron, and Ayelet Israeli. "The Value of Descriptive Analytics: Evidence from Online Retailers." Marketing Science 41, no. 6 (November–December 2022): 1074–1096.
- 2021
- Working Paper
The Value of Descriptive Analytics: Evidence from Online Retailers
By: Ron Berman and Ayelet Israeli
Does the adoption of descriptive analytics impact online retailer performance, and if so, how? We use the synthetic difference-in-differences method to analyze the staggered adoption of a retail analytics dashboard by more than 1,500 e-commerce websites, and we find an... View Details
Keywords: Descriptive Analytics; Big Data; Synthetic Control; E-commerce; Online Retail; Difference-in-differences; Martech; Internet and the Web; Analytics and Data Science; Performance; Retail Industry
Berman, Ron, and Ayelet Israeli. "The Value of Descriptive Analytics: Evidence from Online Retailers." Harvard Business School Working Paper, No. 21-067, November 2020. (Revised December 2021. Accepted at Marketing Science.)
- 10 Dec 2013
- Working Paper Summaries
Information and Incentives in Online Affiliate Marketing
- March 2012
- Article
Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines
By: Benjamin Edelman and Duncan S. Gilchrist
In an online experiment, we measure users' interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change "Sponsored links"... View Details
Keywords: Corporate Disclosure; Online Advertising; Measurement and Metrics; Internet; Search Technology; Education; Labels
Edelman, Benjamin, and Duncan S. Gilchrist. "Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines." Information Economics and Policy 24, no. 1 (March 2012): 75–89.
- 2010
- Working Paper
Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines
By: Benjamin Edelman and Duncan S. Gilchrist
In an online experiment, we measure users' interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change "Sponsored links"... View Details
Keywords: Online Advertising; Interactive Communication; Corporate Disclosure; Labels; Marketing Strategy; Consumer Behavior; Internet; Search Technology
Edelman, Benjamin, and Duncan S. Gilchrist. "Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines." Harvard Business School Working Paper, No. 11-048, November 2010. (Revised January 2011, January 2012.)
- February 2011 (Revised February 2012)
- Case
Online Marketing at Big Skinny
By: Benjamin Edelman and Scott Duke Kominers
Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details
Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry
Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.)
- August 2020 (Revised October 2024)
- Case
Digital Marketing at HBS Online
By: Sunil Gupta and Rajiv Lal
In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to... View Details
Keywords: Marketing Strategy; Advertising; Digital Marketing; Marketing Channels; Brands and Branding; Business Education; Education Industry; United States; Boston
Gupta, Sunil, and Rajiv Lal. "Digital Marketing at HBS Online." Harvard Business School Case 521-027, August 2020. (Revised October 2024.)
- 09 Feb 2012
- Sharpening Your Skills
Sharpening Your Skills: Online Marketing
concerned with not just reviews but all the factors that create trust with their users. Do People Watch Online Video Ads? Creating Online Ads We Want to Watch The mere fact that an View Details
- 2008
- Working Paper
Securing Online Advertising: Rustlers and Sheriffs in the New Wild West
By: Benjamin Edelman
Read the news of recent computer security guffaws, and it's striking how many problems stem from online advertising. Advertising is the bedrock of web sites that are provided without charge to end users, so advertising is everywhere. But advertising security gaps... View Details
Edelman, Benjamin. "Securing Online Advertising: Rustlers and Sheriffs in the New Wild West." Harvard Business School Working Paper, No. 09-039, September 2008.
- 28 Aug 2006
- Research & Ideas
Online Match-Making with Virtual Dates
variation of online shopping. Rather than just study the problem, they also came up with a possible solution: Virtual Dates. The researchers began their work by talking to online-dating-site users about their experiences, supplementing... View Details
- 2009
- Chapter
Securing Online Advertising: Rustlers and Sheriffs in the New Wild West
By: Benjamin Edelman
Read the news of recent computer security guffaws, and it's striking how many problems stem from online advertising. Advertising is the bedrock of web sites that are provided without charge to end users, so advertising is everywhere. But advertising security gaps... View Details
Edelman, Benjamin. "Securing Online Advertising: Rustlers and Sheriffs in the New Wild West." In Beautiful Security, edited by Andy Oram and John Viega. O'Reilly Media, Inc., 2009. (Korean translation.)
- April 2012 (Revised April 2013)
- Case
Mekanism: Engineering Viral Marketing
By: Thales S. Teixeira and Alison Caverly
Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details
Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America
Teixeira, Thales S., and Alison Caverly. "Mekanism: Engineering Viral Marketing." Harvard Business School Case 512-010, April 2012. (Revised April 2013.)
- September 2014 (Revised June 2017)
- Case
Google Inc. in 2014
By: Benjamin Edelman and Thomas R. Eisenmann
Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to selected competitors. Asks what Google should do next. View Details
Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Digital Marketing; Advertising Industry; Advertising Industry
Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc. in 2014." Harvard Business School Case 915-004, September 2014. (Revised June 2017.)
- September 2014
- Case
Google Inc. in 2014 (Abridged)
By: Benjamin Edelman and Thomas R. Eisenmann
Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next. View Details
Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Advertising Industry; Advertising Industry
Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc. in 2014 (Abridged)." Harvard Business School Case 915-005, September 2014.
- September–October 2018
- Article
Online MAP Enforcement: Evidence from a Quasi-Experiment
By: Ayelet Israeli
This paper investigates a manufacturer’s ability to influence compliance rates among its authorized online retailers by exploiting changes in the Minimum Advertised Price (MAP) policy and in dealer agreements. MAP is a pricing policy widely used by manufacturers to... View Details
Keywords: Pricing Policies; Pricing; Channel Management; Legal Aspects Of Business; Retail; Price; Policy; Governance Compliance; Distribution Channels; Management; Retail Industry
Israeli, Ayelet. "Online MAP Enforcement: Evidence from a Quasi-Experiment." Marketing Science 37, no. 5 (September–October 2018): 710–732.
- August 2015
- Case
Whistle Sports: An Online Sports Network for Millennials
By: Robert F. Higgins and Christine Snively
By January 2015, Whistle Sports, a multi-platform sports network for millennials, had attracted over 54 million online subscribers on YouTube, Instagram, Twitter, Facebook, Google+, and Vine. It established partnerships with several professional sports leagues and... View Details
Keywords: Technology; Internet; Websites; Technology Networks; Sports; Entrepreneurship; Information Infrastructure; Business Startups
Higgins, Robert F., and Christine Snively. "Whistle Sports: An Online Sports Network for Millennials." Harvard Business School Case 816-006, August 2015.
- October 2007
- Article
The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market
By: Anita Elberse and Bharat N. Anand
One of the most visible and publicized trends in the movie industry is the escalation in movie advertising expenditures over time. Yet, the returns to movie advertising are poorly understood. The main reason is that disentangling the causal effect of advertising on... View Details
Keywords: Advertising; Stocks; Investment Return; Price; Revenue; Quality; Mathematical Methods; Motion Pictures and Video Industry
Elberse, Anita, and Bharat N. Anand. "The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market." Information Economics and Policy 19, nos. 3-4 (October 2007): 319–343. (Special Issue on Economics of the Media.)
- 07 Oct 2008
- Working Paper Summaries
Securing Online Advertising: Rustlers and Sheriffs in the New Wild West
- November 2019 (Revised April 2020)
- Case
Purple Innovation, Inc.: The Online to Offline Marketing Challenge
By: Elie Ofek and Nakisha Williams
This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its... View Details
Keywords: Offline Sales; Marketing Strategy; Digital Marketing; Growth and Development Strategy; Consumer Products Industry; Retail Industry
Ofek, Elie, and Nakisha Williams. "Purple Innovation, Inc.: The Online to Offline Marketing Challenge." Harvard Business School Case 520-040, November 2019. (Revised April 2020.)