Publications

27 Feb 2024
Research & Ideas

Why Companies Should Share Their DEI Data (Even When It’s Unflattering)

products. “At the moment, many companies aren’t disclosing data on their workforce diversity,” Nam explains. “Simply disclosing this information is enough to improve customer attitudes.” The research comes... View Details

Keywords: by Shalene Gupta

January 2021 (Revised March 2021)
Exercise

E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

22 Feb 2024
Research & Ideas

How to Make AI 'Forget' All the Private Data It Shouldn't Have

They already offer fine tuning and customization of models through their application programming interfaces. This will also help facilitate more high-risk use cases in areas like health care and financial services, where you might have... View Details

Keywords: by Rachel Layne; Technology; Information Technology

January 2021 (Revised March 2021)
Supplement

E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

Article

Vungle Inc. Improves Monetization Using Big-Data Analytics

By: Bert De Reyck, Ioannis Fragkos, Yael Grushka-Cockayne, Casey Lichtendahl, Hammond Guerin and Andrew Kritzer

The advent of big data has created opportunities for firms to customize their products and services to unprecedented levels of granularity. Using big data to personalize an offering in real time, however, remains a major challenge. In the mobile advertising industry,... View Details

Keywords: Big Data; Monetization; Data and Data Sets; Advertising; Mobile Technology; Customization and Personalization; Performance Improvement

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12 Feb 2018
Research & Ideas

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

more likely to stick around,” Buell explains. Buell’s data also shows that the dissatisfaction with being in last place diminishes over time, so engaging with customers more quickly could help keep them... View Details

Keywords: by Michael Blanding; Retail; Service

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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Register to Read

November 2016 (Revised April 2017)
Case

Basecamp: Pricing

By: Frank Cespedes and Robb Fitzsimmons

A data analyst at Basecamp is evaluating the results of pricing research and its potential implications for the venture’s latest version of its project management software product. View Details

Keywords: Pricing; Entrepreneurial Management; Data Analysis; Marketing; Customer Acquisition; Customer Retention; Value Proposition; Sales Management; Product Management; Market Research; Life Time Value; Testing; Entrepreneurship; Analytics and Data Science; Customers; Value; Sales; Product Marketing; United States

Research Summary

Building Small Business Utopia: How Artificial Intelligence and Big Data Can Increase Small Business Success

By: Karen Mills

Small business lending has remained unchanged for decades, laden with frictions and barriers that prevent many small businesses from accessing the capital they need to succeed. Financial technology, or “fintech,” promises to change this trajectory. In 2010, new fintech... View Details

June 2016
Teaching Note

HubSpot: Lower Churn through Greater CHI

By: Jill Avery, Asis Martinez Jerez and Thomas Steenburgh

HubSpot, a web marketing startup selling inbound marketing software to small- and medium-sized businesses, is under pressure from its venture capital partners to rapidly acquire new customers and to maintain a low level of customer churn. The B2B SaaS company is in the... View Details

Keywords: CRM; Customer Acquisition; Customer Retention; Churn Management; SaaS Business Models; Customer Lifetime Value; Venture Capital; Startup; Software; Monitoring And Control; Marketing; Customer Relationship Management; Marketing Strategy; Accounting; Technology Industry; United States

February 2011
Supplement

Dataset for "Slots, Tables, and All That Jazz: Managing Customer Profitability at the MGM Grand Hotel" (CW)

By: Dennis Campbell and Francisco de Asis Martinez-Jerez

Datasets of gaming and hotel customers to perform analysis for the case. View Details

Keywords: Analytics and Data Science; Games, Gaming, and Gambling; Las Vegas

27 Feb 2023
Research & Ideas

How One Late Employee Can Hurt Your Business: Data from 25 Million Timecards

authors reach their conclusions by correlating the timesheet records to a host of other data points, including daily store sales, scheduling practices, store traffic, and weather. In conducting their analyses, the researchers created a... View Details

Keywords: by Ben Rand; Retail

August 2018 (Revised April 2019)
Case

Chateau Winery (A): Unsupervised Learning

By: Srikant M. Datar and Caitlin N. Bowler

This case follows Bill Booth, marketing manager of a regional wine distributor, as he applies unsupervised learning on data about his customers’ purchases to better understand their preferences. Specifically, he uses the K-means clustering technique to identify groups... View Details

Keywords: Clustering; Data Science; Analytics and Data Science; Customers; Marketing; Analysis

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

March 2019
Case

Wattpad

By: John Deighton and Leora Kornfeld

How to run a platform to match four million writers of stories to 75 million readers? Use data science. Make money by doing deals with television and filmmakers and book publishers. The case describes the challenges of matching readers to stories and of helping writers... View Details

March 2019
Case

HOPI: Turkey's Shopping Companion

By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu

The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer... View Details

Keywords: Loyalty Programs; Multi-vendor Platform; Retail; Big Data; Customer Relationship Management; Mobile and Wireless Technology; Business Model; Analytics and Data Science; Competitive Strategy; Decision Making; Applications and Software; Digital Platforms; Technology Industry; Retail Industry; Turkey

Article

Turnkey or Tailored? Relational Pluralism, Institutional Complexity, and the Organizational Adoption of More or Less Customized Practices

By: Ryan Raffaelli and Mary Ann Glynn

We examine how the organizational adoption of new practices is influenced by relational pluralism, i.e., an organization's multiple ties to actors inside and outside its industry. We theorize that institutional mechanisms of practice diffusion underlying relational... View Details

Keywords: Networks; Corporate Social Responsibility and Impact; Business Processes; Adoption; Customization and Personalization

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