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10 Oct 2018
Research & Ideas

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

public. Boaty blowback highlights the potential danger of giving consumers the power to vote, even though customer engagement is a primary goal of almost every social media strategy. The problem: Even though NERC never explicitly promised... View Details

Keywords: by Michael Blanding; Advertising

Article

Beyond the Target Customer: Social Effects in CRM Campaigns

By: Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson

Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the... View Details

Keywords: Social Effects; Field Experiment; Mobile; Customer Relationship Management; Network Effects; Consumer Behavior

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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

February 2023
Supplement

Astyanax Kanakakis at norbloc: A Founder's Experience with the DIFC Fintech Hive

By: Linda A. Hill and Lydia Begag

norbloc was founded in 2016 in Stockholm, Sweden, by Astyanax Kanakakis and his co-founders, Vitalii Demianets and Sam Saatchi. Kanakakis and Demianets got to work to address a key gap in the industry: Know Your Customer (KYC) data sharing. As the first distributed KYC... View Details

10 Aug 2015
Research & Ideas

Why a Federal Rule on CEO Pay Disclosure May Get You In Trouble With Customers

Here's a tip for companies looking to woo customers away from the competition: Besides advertising fair prices for your products, try advertising fair wages for your employees. Recent research from Harvard Business School indicates that... View Details

Keywords: by Carmen Nobel; Retail

12 Feb 2018
Research & Ideas

Customers at the Back of the Line Are Anxious—Can You Keep Them from Leaving?

last place. Short of stopping customers and asking them why they switched, it’s difficult to know exactly why they did so, or whether they were better off for their jockeying. To answer those questions, Buell set up an online View Details

Keywords: by Michael Blanding; Retail; Service

2018
Working Paper

Show or Tell? Improving Agent Decision Making in a Tanzanian Mobile Money Field Experiment

By: Jason Acimovic, Chris Parker, David F. Drake and Karthik Balasubramanian

When workers make operational decisions, the firm's global knowledge and the workers’ domain-specific knowledge complement each other. Oftentimes workers have the final decision-making power. Two key decisions a firm makes when designing systems to support these... View Details

Keywords: Employees; Decision Making; Training; Performance Improvement; Money; Mobile Technology; Developing Countries and Economies; Financial Services Industry

September 2018 (Revised August 2019)
Case

The Progressive Corporation, 2018

By: John R. Wells and Benjamin Weinstock

In early 2019, The Progressive Corporation (Progressive), the USA’s third-largest auto insurance writer, reported earned premiums were up 20% in 2018 compared to the previous year, and net income was up 64%. Direct sales of personal auto policies rose 21%, while agent... View Details

June 23, 2021
Article

Research: When A/B Testing Doesn't Tell You the Whole Story

By: Eva Ascarza

When it comes to churn prevention, marketers traditionally start by identifying which customers are most likely to churn, and then running A/B tests to determine whether a proposed retention intervention will be effective at retaining those high-risk customers. While... View Details

Keywords: Customer Retention; Churn; Targeting; Market Research; Marketing; Investment Return; Customers; Retention; Research

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29 Jul 2009
Working Paper Summaries

Firsthand Experience and the Subsequent Role of Reflected Knowledge in Cultivating Trust in Global Collaboration

Keywords: by Mark Mortensen & Tsedal Neeley

October 2016
Case

Turkasset: Bringing Customer-Centricity to Debt Collection

By: Dennis Campbell and Gamze Yucaoglu

In December 2014, in preparation for the year-end board presentation, Hilmi Guvenal (PMD 1993), shareholder and CEO of Turkasset, and Ilker Yoney, COO, sat down to discuss Turkasset’s five- and ten-year strategic plans. Since taking leadership of the company in 2009,... View Details

October 2018
Case

Booking.com

By: Stefan Thomke and Daniela Beyersdorfer

The case reveals how Booking.com has become the world's leading travel accommodation platform. The company has put online experimentation at the heart of how it designs digital experiences for its customers and partners. To unlock the potential of large-scale testing,... View Details

Keywords: Travel; Product Innovation; Experimentation; A/B Testing; User Experience Design; Product Development; Product Design; Innovation and Management; Transformation; Information Technology; Digital Transformation; Travel Industry

March–April 2020
Article

Avoid the Pitfalls of A/B Testing

By: Iavor I. Bojinov, Guillaume Sait-Jacques and Martin Tingley

Online experiments measuring whether “A,” usually the current approach, is inferior to “B,” a proposed improvement, have become integral to the product-development cycle, especially at digital enterprises. But often firms make serious mistakes in conducting these... View Details

Keywords: A/B Testing; Experiment Design; Social Networks; Product Development; Performance Improvement; Measurement and Metrics; Social Media

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04 Jul 2016
Research & Ideas

Is Your Org Chart Stuck in a Rut? Try a Scientific Experiment

structure for their business. “I think that most executives look at bold experiments like [CEO] Tony Hsieh’s experiment with holacracy at Zappos and think, wow, I’d really like to View Details

Keywords: by Carmen Nobel

July 2021
Article

Information Transparency, Multihoming, and Platform Competition: A Natural Experiment in the Daily Deals Market

By: Hui Li and Feng Zhu

Platform competition is shaped by the likelihood of multi-homing (i.e., complementors or consumers adopt more than one platform). To take advantage of multi-homing, platform firms often attempt to motivate their rivals’ high-performing complementors to adopt their own... View Details

Keywords: Platform Competition; Multi-homing; Information Transparency; Daily Deals; Groupon; LivingSocial; Digital Platforms; Information; Competition

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May 2016 (Revised September 2016)
Case

Hillside Beach Club: Delivering the Ultimate Family Vacation in the Mediterranean

By: Rajiv Lal and Gamze Yucaoglu

In 2015, Edip Ilkbahar, HBC’s founder and CEO, was looking over the plans for a new branch in Cyprus. Since the inception of the company by the Alarko Group of companies in 1994, Ilkbahar’s company had enjoyed high occupancy, high guest satisfaction, and high... View Details

2023
Working Paper

Personalized Game Design for Improved User Retention and Monetization in Freemium Games

By: Eva Ascarza, Oded Netzer and Julian Runge

One of the most crucial aspects and significant levers that gaming companies possess in designing digital games is setting the level of difficulty, which essentially regulates the user’s ability to progress within the game. This aspect is particularly significant in... View Details

Keywords: Freemium; Retention/churn; Field Experiment; Field Experiments; Gaming; Gaming Industry; Mobile App; Mobile App Industry; Monetization; Monetization Strategy; Games, Gaming, and Gambling; Mobile and Wireless Technology; Customers; Retention; Product Design; Strategy

January 2020
Case

Banorte Móvil: Data-Driven Mobile Growth

By: Ayelet Israeli, Carla Larangeira and Mariana Cal

In mid-2019, Carlos Hank was deliberating over the results for Banorte Móvil—the mobile application for Banorte, Mexico’s most profitable and second-largest financial institution. Hank, who had been appointed as Banorte´s Chairman of the Board in January 2015, had... View Details

Keywords: Data Analytics; Customer Lifetime Value; Financial Institutions; Mobile and Wireless Technology; Growth and Development Strategy; Customers; Technology Adoption; Communication Strategy; Banking Industry; Mexico; Latin America

August 2018 (Revised February 2023)
Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli

As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details

April 2022
Teaching Note

Banorte Móvil: Data-Driven Mobile Growth

By: Ayelet Israeli and Carla Larangeira

In mid-2019, Carlos Hank was deliberating over the results for Banorte Móvil—the mobile application for Banorte, Mexico’s most profitable and second-largest financial institution. Hank, who had been appointed as Banorte´s Chairman of the Board in January 2015, had... View Details

Keywords: Data Analytics; Customer Lifetime Value; Financial Institutions; Mobile and Wireless Technology; Growth and Development Strategy; Customers; Technology Adoption; Communication Strategy; Banking Industry; Mexico; Latin America

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