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- News (31)
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Show Results For
-
All HBS Web
(257)
- News (31)
- Research (151)
- Events (4)
- Multimedia (7)
- Faculty Publications (152)
- 2023
- Working Paper
Debiasing Treatment Effect Estimation for Privacy-Protected Data: A Model Auditing and Calibration Approach
By: Ta-Wei Huang and Eva Ascarza
Data-driven targeted interventions have become a powerful tool for organizations to optimize business outcomes
by utilizing individual-level data from experiments. A key element of this process is the estimation
of Conditional Average Treatment Effects (CATE), which...
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Huang, Ta-Wei, and Eva Ascarza. "Debiasing Treatment Effect Estimation for Privacy-Protected Data: A Model Auditing and Calibration Approach." Harvard Business School Working Paper, No. 24-034, December 2023.
- May 2016 (Revised August 2022)
- Case
RegionFly: Cutting Costs in the Airline Industry
By: Susanna Gallani and Eva Labro
RegionFly is a small, private airline specializing in ultra-premium services. Founded shortly after the "Golden Age of airline travel," RegionFly's financial performance had been strong for several decades. More recently, however, the results have taken a downward...
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Keywords:
Recession;
Downsizing;
Profitability;
Cost Management;
Profit;
Luxury;
Competitive Strategy;
Mergers and Acquisitions;
Business Divisions;
Logistics;
Decision Making;
Strategic Planning;
Air Transportation Industry
Gallani, Susanna, and Eva Labro. "RegionFly: Cutting Costs in the Airline Industry." Harvard Business School Case 116-047, May 2016. (Revised August 2022.)
- 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...
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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
Ascarza, Eva, and Ayelet Israeli. "Artea: Designing Targeting Strategies." Harvard Business School Exercise 521-021, September 2020. (Revised June 2023.)
- July 2021 (Revised October 2021)
- Case
Allianz Customer Centricity: Is Simplicity the Way Forward?
By: Eva Ascarza and Emilie Billaud
This case explores the tradeoffs between product personalization and simplicity as companies grow. The case presents an opportunity to understand whether and how each of these approaches enables and/or limits companies’ abilities to provide customer satisfaction while...
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Keywords:
Simplicity;
Customer Focus and Relationships;
Customization and Personalization;
Customer Satisfaction;
Performance Efficiency;
Strategy;
Insurance Industry;
Europe;
Germany
Ascarza, Eva, and Emilie Billaud. "Allianz Customer Centricity: Is Simplicity the Way Forward?" Harvard Business School Case 522-008, July 2021. (Revised October 2021.)
- 25 Jan 2023
- News
The Rituals of Case Method Teaching
- 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...
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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
Israeli, Ayelet, and Eva Ascarza. "Algorithmic Bias in Marketing." Harvard Business School Technical Note 521-020, September 2020. (Revised July 2022.)
- September 2019 (Revised June 2020)
- Case
Othellonia: Growing a Mobile Game
In the summer of 2019, Yu Sasaki, Head of the Game Division of DeNA, a Japanese mobile gaming company, is evaluating various growth strategies for its recent game Othellonia. Sasaki needs to decide if he should focus on customer acquisition, retention, or monetization.
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Keywords:
Targeting;
Retention/churn;
Freemium;
Monetization;
Customer Relationship Management;
Games, Gaming, and Gambling;
Mobile and Wireless Technology;
Growth and Development Strategy;
Marketing;
Customers;
Marketing Strategy;
Retention;
Acquisition;
Entertainment and Recreation Industry;
Japan
Ascarza, Eva, Tomomichi Amano, and Sunil Gupta. "Othellonia: Growing a Mobile Game." Harvard Business School Case 520-016, September 2019. (Revised June 2020.)
- 2021
- White Paper
Hidden Workers: Untapped Talent
By: Joseph B. Fuller, Manjari Raman, Eva Sage-Gavin and Kristen Hines
Companies are increasingly desperate for workers. As they continue to struggle to find people with the skills they need, their competitiveness and growth prospects are put at risk.
At the same time, an enormous and growing group of people are unemployed or... View Details
Keywords:
Hiring;
Talent;
Skills Gap;
Selection and Staffing;
Diversity;
Talent and Talent Management;
Competency and Skills
Fuller, Joseph B., Manjari Raman, Eva Sage-Gavin, and Kristen Hines. "Hidden Workers: Untapped Talent." White Paper, Harvard Business School Project on Managing the Future of Work, Boston, MA, September 2021. (Published by Harvard Business School Project on Managing the Future of Work and Accenture.)
- Web
Organizational Behavior Awards & Honors - Faculty & Research
year since published. 2019 Julie Battilana: Winner of the 2019 Academy of Management Annals Decade Award with Bernard Leca, and Eva Boxenbaum for the 2009 paper with the most citations, "How Actors Change Institutions: Towards a Theory of...
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- Web
2022 Reunion Presentations - Alumni
Dark Side of AI: Algorithmic Bias and Discrimination Associate Professor Eva Ascarza + More Info – Less Info Digitalization and artificial intelligence (AI) have made an abundance of data and technological tools available to companies....
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- Web
Jewish American & AAPI Heritage Month | Baker Library | Bloomberg Center | Harvard Business School
algorithms and skew decision-making. Ayelet Israeli and Eva Ascarza offer a new approach to make artificial intelligence more accurate. Morningstar CEO Kunal Kapoor: How AI can raise the investment IQAI's potential is tempered by the need...
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- 25 Jun 2020
- News
Covering All Corners
Riad Armanious (MBA 2008) regards the pandemic as the greatest professional challenge he has faced as managing director of family-owned Eva Group and CEO of Eva Pharma, a multinational pharmaceutical company...
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- Web
Research - Managing the Future of Work
Hidden Workers: Untapped Talent By: Joseph B. Fuller, Manjari Raman, Eva Sage-Gavin, & Kristen Hines Building From the Bottom Up By: Joseph B. Fuller & Manjari Raman 4 Results 21 Oct 2019 Video Upskilling Workers at Golden Triangle...
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- February 2024
- Course Overview Note
Managing Customers for Growth
By: Eva Ascarza
Keywords:
Customer Management
Ascarza, Eva. "Managing Customers for Growth." Harvard Business School Course Overview Note 524-033, February 2024.
- July 2023 (Revised February 2024)
- Supplement
Managing Customer Retention at Teleko
By: Eva Ascarza
This exercise aims to teach students about 1)Targeting Policies; and 2)Algorithmic decision making, 3) Retention management.
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- March 2022 (Revised March 2022)
- Module Note
Managing Customers in the Digital Era
By: Eva Ascarza
The last two decades have witnessed incredible technological advances that have transformed the ways customers connect with each other and enabled firms to track customers in multiple ways through various channels to personalize (and automize) their offerings at...
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Keywords:
Customer Relationship Management;
Customer Focus and Relationships;
Technological Innovation
Ascarza, Eva. "Managing Customers in the Digital Era." Harvard Business School Module Note 522-066, March 2022. (Revised March 2022.)
- August 2021 (Revised February 2022)
- Supplement
Melissa Wood Health: How to Win in the Creator Economy
By: Eva Ascarza
- September 2023
- Supplement
Design and Evaluation of Targeted Interventions
By: Eva Ascarza
Targeted interventions serve as a pivotal tool in business strategy, streamlining decisions for enhanced efficiency and effectiveness. This note delves into two central facets of such interventions: first, the design of potent decision guidelines, or targeting...
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- 2020
- Working Paper
Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach
By: Eva Ascarza
The success of Customer Relationship Management (CRM) programs ultimately depends on the firm's ability to understand consumers' preferences and precisely capture how these preferences may differ across customers. Only by understanding customer heterogeneity, firms can...
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Keywords:
Customer Management;
Targeting;
Deep Exponential Families;
Probabilistic Machine Learning;
Cold Start Problem;
Customer Relationship Management;
Customer Value and Value Chain;
Consumer Behavior;
Analytics and Data Science;
Mathematical Methods;
Retail Industry
Padilla, Nicolas, and Eva Ascarza. "Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach." Harvard Business School Working Paper, No. 19-091, February 2019. (Revised May 2020. Accepted at the Journal of Marketing Research.)