by John A. Deighton - Publications - Faculty & Research

June 2013 (Revised November 2013)
Case

Bluefin Labs: The Acquisition by Twitter

By: John Deighton and Leora Kornfeld

What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter... View Details

Keywords: Measurement and Metrics; Data and Data Sets; Internet; Software; Communication Technology; Advertising; Social and Collaborative Networks; Acquisition; Television Entertainment; Advertising Industry; Media and Broadcasting Industry; United States

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Book Review

In margine a un bilancio sui lumi europei." A review of The Case for the Enlightenment: Scotland and Naples, 1680–1760, by John Robertson

By: Sophus A. Reinert

Keywords: Society; Information; History; Scotland; Italy

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April 2013
Teaching Note

Bluefin Labs: The Acquisition by Twitter

By: John Deighton and Leora Kornfeld

What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and... View Details

Keywords: Knowledge Use and Leverage; Knowledge Acquisition; Marketing; Television Entertainment; Mobile Technology

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Courses by Title - Course Catalog

Elective Curriculum: Course Descriptions Last Updated: 04 Jun 2025 By Course Title View by Unit | View by Course Title | View by Faculty | Print... View Details

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Courses by Faculty Unit - Course Catalog

Elective Curriculum: Course Descriptions Last Updated: 04 Jun 2025 By Unit View by Unit | View by Course Title | View by Faculty | Print View... View Details

30 Jan 2006
HBS Case

The Case of the Mystery Writer’s Brand

As a longtime authority on marketing communications, HBS professor John Deighton has analyzed the consumer-product relationship from every angle. But when he heard the best-selling author James Patterson... View Details

Keywords: by Julia Hanna; Entertainment & Recreation; Information; Publishing

29 Nov 2010
HBS Case

United Breaks Guitars

Tweets are in the air we breathe. Most of us know that "friend" can also be a verb. Social media are part of the public discourse now, whether or not we're active users of them. A new case coauthored by HBS marketing professor... View Details

Keywords: by Julia Hanna

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Courses by Faculty - Course Catalog

Elective Curriculum: Course Descriptions Last Updated: 04 Jun 2025 By Faculty View by Unit | View by Course Title | View by Faculty | Print View... View Details

April 2011
Case

Designs by Kate: The Power of Direct Sales

By: John A. Deighton and Sarah Abbott

The sales representatives at Designs by Kate (DBK) sell private label jewelry at hosted parties and through online social media channels. They are also responsible for recruiting, training, and managing new sales reps. CEO and founder Kate Creevey designed the... View Details

Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Motivation and Incentives; Marketing Strategy; Salesforce Management; Performance; Compensation and Benefits; Apparel and Accessories Industry

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18 Oct 2016
Op-Ed

Why Business Should Invest in Community Health

relatively quickly, then extend their efforts into other areas. The point is to get started. America’s health depends on all businesses to do their part. About the Authors John A. Quelch is the Charles... View Details

Keywords: by John Quelch, Howard Koh, and Pamela Yatsko; Health

26 Nov 2012
News

New Winners & Losers in the Internet Economy

1995
Working Paper

Managing Marketing by the Customer Equity Criterion

By: Robert C. Blattberg and John Deighton

Citation

July – August 1996
Article

Manage Marketing by the Customer Equity Test

By: Robert C. Blattberg and J. A. Deighton

Keywords: Marketing; Customers

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Courses by Faculty Unit - Course Catalog

Elective Curriculum: Course Descriptions Last Updated: 04 Jun 2025 By Unit View by Unit | View by Course Title | View by Faculty | Print View... View Details

18 May 2015
Research & Ideas

Advertisers Get Serious About Playing With Their Brands

governed by a set of rules, the rules of play, according to John A. Deighton, Harold M. Brierley Professor of Business Administration at Harvard Business School, and Leora... View Details

Keywords: by Dina Gerdeman; Advertising

2008
Chapter

Where Does It Go? Spending by the Financially Constrained

By: Shawn A. Cole, Peter Tufano and John Thompson

Citation

2008
Working Paper

Where Does It Go? Spending by the Financially Constrained

By: Shawn A. Cole, John Thompson and Peter Tufano

In this paper, we analyze the spending decisions of over 1.5 million Americans who vary in their degree of revealed credit constraints. Specifically, we analyze how these Americans spend their income tax refunds, using transaction-level data from a stored-value card... View Details

Keywords: Decision Choices and Conditions; Credit; Personal Finance; Spending; Taxation; Consumer Behavior; United States

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01 Aug 2001
News

HBS Alumni Association Board of Directors: President's Report

throughout the year on four specific areas, and I'd like to summarize each committee's work. Communications Under the leadership of John Hoffmann (MBA '64), this group focused on segmentation, design and content, and delivery. The... View Details

Keywords: John Hoffman