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  • August 2019
  • Article

When and How to Diversify—A Multicategory Utility Model for Personalized Content Recommendation

By: Yicheng Song, Nachiketa Sahoo and Elie Ofek
Sometimes we desire change, a break from the same or an opportunity to fulfill different aspects of our needs. Noting that consumers seek variety, several approaches have been developed to diversify items recommended by personalized recommender systems. However,... View Details
Keywords: Recommender Systems; Personalization; Recommendation Diversity; Variety Seeking; Collaborative Filtering; Consumer Utility Models; Digital Media; Clickstream Analysis; Learning-to-rank; Consumer Behavior; Media; Customization and Personalization; Strategy; Mathematical Methods
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  • February 2024 (Revised February 2024)
  • Teaching Note

Travelogo: Understanding Customer Journeys

By: Eva Ascarza and Ta-Wei Huang
Teaching Note for HBS Exercise 524-044. The exercise aims to teach students about 1) Customer Segmentation; and 2) constructing buying personas, 3) Get actionable insights from clickstream data. View Details
Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States
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  • January 2024 (Revised February 2024)
  • Exercise

Travelogo: Understanding Customer Journeys

By: Eva Ascarza, Nicolas Padilla and Oded Netzer
In late May 2023, Sarah Merino, the newly appointed manager of the Customer Insights group at Travelogo—an online travel booking platform—initiates a comprehensive analysis of clickstream data to understand the varied behaviors and needs of their users. In preparation... View Details
Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States
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  • 10 Jun 2013
  • Research & Ideas

How Numbers Talk to People

The problem with big data is that there is, well, so much of it. Analyzing it is like trying to sip from a firehose. Just in time, a new book on the art and science of quantitative analysis arrives this week. In Keeping Up with the... View Details
  • Web

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and Sustaining a Successful Enterprise - Intensive Technology & Operations Management, General Management Willy Shih Spring 2026 Q3 1.5 Building and Sustaining a Successful Enterprise - Intensive General Management, Technology & Operations Management Willy Shih Spring... View Details