Publications
Publications
Show Results For
- All HBS Web
(120,094)
- Faculty Publications (252)
- August 2021 (Revised March 2022)
- Case
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery and Rayan Nahas
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; E-commerce; Applications and Software; Digital Platforms; Advertising Industry; United States
- May 2021
- Simulation
Customer Compatibility Exercise Application
By: Ryan W. Buell
Customers impose considerable variability on the operating systems of service organizations. They show up when they wish (arrival variability), they ask for different things (request variability), they vary in their willingness and ability to help themselves (effort... View Details
- March 2021
- Supplement
Artea (A), (B), (C), and (D): Designing Targeting Strategies
By: Eva Ascarza and Ayelet Israeli
Power Point Supplement to 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... View Details
Keywords: Targeted Advertising; Targeting; Algorithmic Data; Bias; A/B Testing; Experiment; Advertising; Gender; Race; Diversity; Marketing; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States
- March 17, 2021
- Other Article
Beyond Pajamas: Sizing Up the Pandemic Shopper
By: Ayelet Israeli, Eva Ascarza and Laura Castrillo
A first look at how the COVID-19 pandemic impacted e-commerce apparel shopping in the US and the UK. Extensive analysis and interactive graphics utilizing millions of transactions.
While the pandemic is still playing out, our preliminary investigations... View Details
While the pandemic is still playing out, our preliminary investigations... View Details
Keywords: Retail; Retail Analytics; Consumer; Pandemic; COVID; COVID-19; Apparel; Ecommerce; Online Shopping; Online Apparel; Online Sales; Returns; CRM; Customer Retention; Customer Experience; Customer Value; Digital; Customer Focus and Relationships; Customers; Health Pandemics; Consumer Behavior; Customer Relationship Management; Internet and the Web; Behavior; E-commerce; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States; United Kingdom
- March 2021 (Revised February 2025)
- Teaching Note
Afterpay U.S.: The Omnichannel Dilemma
By: Antonio Moreno and Anibha Singh
Teaching Note for HBS Case No. 519-086. In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online... View Details
Keywords: Omnichannel Retail; Digital Marketing; Business Startups; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Change Management; Customer Value and Value Chain; Customer Relationship Management; Customer Satisfaction; Financing and Loans; Microfinance; Global Strategy; Marketing Strategy; Market Entry and Exit; Digital Platforms; Product Development; Supply Chain Management; Business and Stakeholder Relations; Networks; Network Effects; Internet and the Web; Financial Services Industry; Technology Industry; United States; Australia
- March 2021
- Article
The Customer May Not Always Be Right: Customer Compatibility and Service Performance
This paper investigates the impact of customer compatibility – the degree of fit between the needs of customers and the capabilities of the operations serving them – on customer experiences and firm performance. We use a variance decomposition analysis to quantify the... View Details
- February 2021
- Background Note
Jobs to Be Done: A Toolbox
By: Derek C. M. van Bever, Bob Moesta, Iuliana Mogosanu, Shaye Roseman and Katie Zandbergen
The Jobs to Be Done methodology is both a theory and a practical approach for understanding customer behavior and why people make the choices they make. Many practitioners, whether they work for startups or incumbent businesses, find Jobs to Be Done useful because it... View Details
- January 2021 (Revised May 2021)
- Case
Amazon Shopper Panel: Paying Customers for Their Data
By: Eva Ascarza and Ayelet Israeli
This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own... View Details
Keywords: Data Analytics; Data Privacy; Data Management; ＂Marketing Analytics＂; Marketing Communication; Marketing Research; Data-driven Management; E-Commerce Strategy; Ethical Decision Making; CRM; Consumer Protection; Targeted Advertising; Targeted Policies; Data Ownership; Marketing; Research; Marketing Communications; Analytics and Data Science; Management; Customer Relationship Management; Ethics; E-commerce; Retail Industry; Technology Industry; United States
- December 2020 (Revised February 2021)
- Case
Kerry Group: Inspiring Food, Nourishing Life
By: Forest L. Reinhardt, José B. Alvarez, Damien McLoughlin, Tonia Labruyere and Tonia Junker
The Irish company Kerry Group, one of the leading global players in the taste and nutrition industry, wants to ensure its future growth in developing and developed markets. Founded in 1972 as a dairy cooperative, it had grown into a provider of taste and nutrition... View Details
- October 2020 (Revised March 2024)
- Case
Experimentation at Yelp
By: Iavor Bojinov and Karim R. Lakhani
Over the last decade, experimentation has become integral to the research and development processes of technology companies—including Yelp—for understanding customer preferences and mitigating innovation risks. The case describes Yelp's journey with experimentation,... View Details
- 2020
- Working Paper
Targeting for Long-Term Outcomes
By: Jeremy Yang, Dean Eckles, Paramveer Dhillon and Sinan Aral
Decision makers often want to target interventions so as to maximize an outcome that is observed only in the long term. This typically requires delaying decisions until the outcome is observed or relying on simple short-term proxies for the long-term outcome. Here we... View Details
- September 2020 (Revised July 2022)
- Teaching Note
Algorithmic Bias in Marketing
By: Ayelet Israeli and Eva Ascarza
Teaching Note for HBS No. 521-020. 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... 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; Apparel and Accessories 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; Apparel and Accessories Industry; United States
- September 2020 (Revised July 2022)
- Supplement
Spreadsheet Supplement to "Artea: Designing Targeting Strategies"
By: Eva Ascarza and Ayelet Israeli
Spreadsheet Supplement to "Artea: Designing Targeting Strategies" (521-021). View Details
- September 2020 (Revised July 2022)
- Supplement
Spreadsheet Supplement to Artea (B) and (C)
By: Eva Ascarza and Ayelet Israeli
Spreadsheet Supplement to "Artea (B): Including Customer-level Demographic Data" and "Artea (C): Potential Discrimination through Algorithmic Targeting" View Details