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All HBS Web
(1,144)
- Faculty Publications (199)
- August 2018 (Revised October 2020)
- Case
Tailor Brands: Artificial Intelligence-Driven Branding
By: Jill Avery
Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills...
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Keywords:
Startup;
Services;
Artificial Intelligence;
Machine Learning;
Digital Marketing;
Brand Management;
Big Data;
Internet Marketing;
Analytics;
Marketing;
Marketing Strategy;
Brands and Branding;
Information Technology;
Entrepreneurship;
Venture Capital;
Business Model;
Consumer Behavior;
AI and Machine Learning;
Analytics and Data Science;
Advertising Industry;
Service Industry;
Technology Industry;
United States;
North America;
Israel
Avery, Jill. "Tailor Brands: Artificial Intelligence-Driven Branding." Harvard Business School Case 519-017, August 2018. (Revised October 2020.)
- 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...
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Keywords:
DTC;
Direct To Consumer Marketing;
Health Care;
Mobile;
Attribution;
Experimentation;
Experiments;
Churn/retention;
Customer Lifetime Value;
Internet Marketing;
Big Data;
Analytics;
A/B Testing;
CRM;
Advertising;
Marketing;
Marketing Channels;
Marketing Strategy;
Media;
Brands and Branding;
Marketing Communications;
Digital Marketing;
Consumer Behavior;
Acquisition;
Growth and Development Strategy;
Customer Focus and Relationships;
Social Media;
E-commerce;
Analytics and Data Science;
Health Industry;
Consumer Products Industry;
United States;
North America;
Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
- 2018
- Working Paper
Measuring Gentrification: Using Yelp Data to Quantify Neighborhood Change
By: Edward L. Glaeser, Hyunjin Kim and Michael Luca
We demonstrate that data from digital platforms such as Yelp have the potential to improve our understanding of gentrification, both by providing data in close to real time (i.e., nowcasting and forecasting) and by providing additional context about how the local...
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Keywords:
Geographic Location;
Local Range;
Transition;
Analytics and Data Science;
Measurement and Metrics;
Forecasting and Prediction
Glaeser, Edward L., Hyunjin Kim, and Michael Luca. "Measuring Gentrification: Using Yelp Data to Quantify Neighborhood Change." NBER Working Paper Series, No. 24952, August 2018.
- May 2018 (Revised February 2019)
- Case
The Powers That Be (Internet Edition): Google, Apple, Facebook, Amazon, and Microsoft
By: Jeffrey F. Rayport, Julia Kelley and Nathaniel Schwalb
As of early 2018, five U.S. technology companies—Google, Apple, Facebook, Amazon, and Microsoft—were among the largest companies in the world. Similarly, three Chinese technology firms—Baidu, Alibaba, and Tencent, or BAT—had emerged as global players due in part to the...
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Keywords:
Internet and the Web;
Business Ventures;
Customers;
Analytics and Data Science;
Safety;
Corporate Strategy;
Competitive Strategy;
Technology Industry
Rayport, Jeffrey F., Julia Kelley, and Nathaniel Schwalb. "The Powers That Be (Internet Edition): Google, Apple, Facebook, Amazon, and Microsoft." Harvard Business School Case 818-111, May 2018. (Revised February 2019.)
- May 2018
- Case
The Multiple Myeloma Research Foundation's Answer Fund
By: Richard G. Hamermesh and Matthew G. Preble
Keywords:
Data Analytics;
Customer Focus and Relationships;
Customer Relationship Management;
Cost vs Benefits;
Investment Return;
Health Care and Treatment;
Innovation Leadership;
Intellectual Property;
Knowledge Sharing;
Knowledge Dissemination;
Leadership;
Leading Change;
Resource Allocation;
Goals and Objectives;
Marketing Communications;
Performance;
Programs;
Projects;
Business and Community Relations;
Business and Stakeholder Relations;
Networks;
Partners and Partnerships;
Research and Development;
Genetics;
Behavior;
Motivation and Incentives;
Social and Collaborative Networks;
Nonprofit Organizations;
Strategy;
Health Industry;
Pharmaceutical Industry;
Biotechnology Industry;
United States
- May 2018
- Article
Nowcasting Gentrification: Using Yelp Data to Quantify Neighborhood Change
By: Edward L. Glaeser, Hyunjin Kim and Michael Luca
Data from digital platforms have the potential to improve our understanding of gentrification and enable new measures of how neighborhoods change in close to real time. Combining data on businesses from Yelp with data on gentrification from the Census, Federal Housing...
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Keywords:
Forecasting Models;
Simulation Methods;
Regional Economic Activity: Growth, Development, Environmental Issues, And Changes;
Geographic Location;
Local Range;
Transition;
Analytics and Data Science;
Measurement and Metrics;
Economic Growth;
Forecasting and Prediction
Glaeser, Edward L., Hyunjin Kim, and Michael Luca. "Nowcasting Gentrification: Using Yelp Data to Quantify Neighborhood Change." AEA Papers and Proceedings 108 (May 2018): 77–82.
- March 2018
- Case
TrustSphere: Building a Market for Relationship Analytics
By: Boris Groysberg and Katherine Connolly Baden
Manish Goel was the CEO of TrustSphere, a seven-year-old company in the data analytics industry that focused squarely on relationship analytics, a space in which TrustSphere was pioneering a unique technology and solutions in the areas of sales, risk, and people...
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Keywords:
Data Analytics;
People Analytics;
Talent Management;
Human Resources;
Networks;
Relationships;
Analysis;
Employee Relationship Management;
Core Relationships;
Applications and Software;
Communication;
Technology Industry;
Singapore
Groysberg, Boris, and Katherine Connolly Baden. "TrustSphere: Building a Market for Relationship Analytics." Harvard Business School Case 418-070, March 2018.
- 2019
- Working Paper
Machine Learning Approaches to Facial and Text Analysis: Discovering CEO Oral Communication Styles
By: Prithwiraj Choudhury, Dan Wang, Natalie A. Carlson and Tarun Khanna
We demonstrate how a novel synthesis of three methods—(1) unsupervised topic modeling of text data to generate new measures of textual variance, (2) sentiment analysis of text data, and (3) supervised ML coding of facial images with a cutting-edge convolutional neural...
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Choudhury, Prithwiraj, Dan Wang, Natalie A. Carlson, and Tarun Khanna. "Machine Learning Approaches to Facial and Text Analysis: Discovering CEO Oral Communication Styles." Harvard Business School Working Paper, No. 18-064, January 2018. (Revised May 2019.)
- December 2017
- Teaching Note
Yemeksepeti: Growing and Expanding the Business Model through Data
By: William R. Kerr and Alexis Brownell
Teaching Note for HBS No. 817-095.
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- October 2017 (Revised July 2018)
- Case
Data Science at Target
By: Srikant M. Datar and Caitlin N. Bowler
Paritosh Desai joined Target.com in 2013 as VP of Business Intelligence, Analytics & Testing to explore how the retailer could use its relatively small but thriving e-commerce arm to drive sales and win customers. The case explores the technological and organizational...
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Keywords:
Data Science;
Analytics and Data Science;
Organizational Change and Adaptation;
Competitive Strategy;
Problems and Challenges;
Innovation Leadership
Datar, Srikant M., and Caitlin N. Bowler. "Data Science at Target." Harvard Business School Case 118-016, October 2017. (Revised July 2018.)
- September 2017
- Case
Sensing (and Monetizing) Happiness at Hitachi
By: Ethan Bernstein and Stephanie Marton
Inspired by research linking happiness and productivity, Hitachi had invested in developing new “people analytics” technologies to help companies increase employee happiness. Hitachi had begun manufacturing high-tech badges that quantify a wearer’s activity patterns....
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Keywords:
People Analytics;
Japan;
Sociometers;
Wearables;
Interpersonal Communication;
Human Resources;
Happiness;
Technology Industry;
Japan
Bernstein, Ethan, and Stephanie Marton. "Sensing (and Monetizing) Happiness at Hitachi." Harvard Business School Case 418-019, September 2017.
- 2017
- Working Paper
Nowcasting the Local Economy: Using Yelp Data to Measure Economic Activity
By: Edward L. Glaeser, Hyunjin Kim and Michael Luca
Can new data sources from online platforms help to measure local economic activity? Government datasets from agencies such as the U.S. Census Bureau provide the standard measures of economic activity at the local level. However, these statistics typically appear only...
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Glaeser, Edward L., Hyunjin Kim, and Michael Luca. "Nowcasting the Local Economy: Using Yelp Data to Measure Economic Activity." Harvard Business School Working Paper, No. 18-022, September 2017. (Revised October 2017.)
- August 2017 (Revised December 2018)
- Case
Tamarin App: Natural Language Processing
By: Srikant M. Datar and Caitlin N. Bowler
In this case, students explore the challenges of using sentiment analysis to monitor and understand public perception around a software application, Tamarin SEO App. Technical topics include building a filtering classifier using naive Bayes and sentiment analysis This...
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Keywords:
Data Science;
Branding;
Data Analytics;
Analytics and Data Science;
Brands and Branding;
Analysis;
Perception;
Planning
Datar, Srikant M., and Caitlin N. Bowler. "Tamarin App: Natural Language Processing." Harvard Business School Case 118-015, August 2017. (Revised December 2018.)
- August 2017 (Revised August 2018)
- Case
Busbud: Building a Data Company
By: Srikant M. Datar, Alistair Croll and Caitlin N. Bowler
The case features the work of LP Maurice (HBS '08) as he decides to take on the fragmented bus travel industry and launch an online business that aggregates and shares bus schedules for routes around the world. His first challenge: finding that the data he needs is...
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Keywords:
Data Science;
Analytics and Data Science;
Business Startups;
Knowledge Acquisition;
Customers;
Measurement and Metrics;
Transportation Industry
Datar, Srikant M., Alistair Croll, and Caitlin N. Bowler. "Busbud: Building a Data Company." Harvard Business School Case 118-011, August 2017. (Revised August 2018.)
- August 2017 (Revised August 2018)
- Case
The Oakland Athletics: Strategy & Metrics for a Budget
By: Srikant M. Datar and Caitlin N. Bowler
This case considers Oakland Athletics General Manager Billy Beane’s data driven and, in baseball circles unconventional, approach to winning games over the duration of the long Major League Baseball season. Beane’s critical approach to crafting strategy within his...
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Keywords:
Data Analysis;
Metrics;
Data Science;
Analytics and Data Science;
Analysis;
Measurement and Metrics;
Competitive Strategy;
Organizational Culture;
Sports Industry
Datar, Srikant M., and Caitlin N. Bowler. "The Oakland Athletics: Strategy & Metrics for a Budget." Harvard Business School Case 118-010, August 2017. (Revised August 2018.)
- February 2017 (Revised November 2021)
- Case
Digitalization at Siemens
By: David J. Collis and Tonia Junker
The case discusses the digitalization strategy of Siemens AG, a German-based company operating in manufacturing and electronics. The increasing impact of digital technologies on all of its business units had prompted CEO Joe Kaeser and his team to put digitalization at...
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Keywords:
Company Management;
Digital Technologies;
Corporate Strategy;
Competition;
Information Technology;
Information Infrastructure;
Manufacturing Industry;
Electronics Industry
Collis, David J., and Tonia Junker. "Digitalization at Siemens." Harvard Business School Case 717-428, February 2017. (Revised November 2021.)
- February 2017 (Revised August 2018)
- Case
Sarah Powers at Automated Precision Products
By: Jeffrey T. Polzer, Michael Norris, Julia Kelley and Kristina Tobio
In 2017, Sarah Powers, VP of Sales at an automation hardware firm, is trying to understand why some members of her sales team have been underperforming. She is tasked with analyzing her firm’s email and calendar data to try to find relationships between communications...
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Keywords:
People Analytics;
Sales Attainment;
Communication Networks;
Data;
Human Resources;
Business Processes;
Sales;
Communication;
Analytics and Data Science;
Analysis;
Industrial Products Industry;
Manufacturing Industry;
United States
Polzer, Jeffrey T., Michael Norris, Julia Kelley, and Kristina Tobio. "Sarah Powers at Automated Precision Products." Harvard Business School Case 417-072, February 2017. (Revised August 2018.)
- February 2017
- Case
Yemeksepeti: Growing and Expanding the Business Model through Data
By: William R. Kerr, Gamze Yucaoglu and Eren Kuzucu
In October 2016, Nevzat Aydin, co-founder and CEO of Yemeksepeti, the Turkish online food-ordering company, was looking over the company's quarterly results and projections for the upcoming year with his management team. It had been almost a year and a half since Aydin...
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Keywords:
Entrepreneurial Management;
Entrepreneurial Ventures;
Turkey;
Big Data;
Customer Focused Organization;
Service Management;
Continuous Improvement;
Data Analysis;
Internet;
Growth Strategy;
Technological Change;
Information Systems;
Entrepreneurship;
Corporate Strategy;
Analytics and Data Science;
Analysis;
Customer Focus and Relationships;
Emerging Markets;
Service Operations;
Competitive Advantage;
Performance Improvement;
Internet and the Web;
Growth and Development Strategy;
Information Technology;
Value Creation;
Food and Beverage Industry;
Turkey
Kerr, William R., Gamze Yucaoglu, and Eren Kuzucu. "Yemeksepeti: Growing and Expanding the Business Model through Data." Harvard Business School Case 817-095, February 2017.
- February 2017 (Revised June 2017)
- Case
ExxonMobil: Business as Usual? (A)
By: George Serafeim, Shiva Rajgopal and David Freiberg
Climate change was becoming an important societal and business issue as more governments were introducing climate change related regulations and investors became increasibly worried about stranded assets within oil and gas firms. In September 2016, the U.S. Securities...
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Keywords:
Oil & Gas;
Oil Prices;
Oil Companies;
Asset Impairment;
Predictive Analytics;
Sustainability;
Environmental Impact;
Innovation;
Disclosure;
Accounting;
Valuation;
Climate Change;
Renewable Energy;
Environmental Sustainability;
Financial Reporting;
Energy Industry
Serafeim, George, Shiva Rajgopal, and David Freiberg. "ExxonMobil: Business as Usual? (A)." Harvard Business School Case 117-046, February 2017. (Revised June 2017.)
- February 2017 (Revised June 2017)
- Supplement
ExxonMobil: Business as Usual? (B)
By: George Serafeim, Shiva Rajgopal and David Freiberg
The case presents ExxonMobil's response to growing pressure to disclose how climate change will impact their business. This includes multiple asset impairments and losing a proxy vote to shareholders to increase climate change related reporting. Supplements the (B)...
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Keywords:
Oil & Gas;
Oil Prices;
Oil Companies;
Asset Impairment;
Predictive Analytics;
Sustainability;
Environmental Impact;
Innovation;
Disclosure;
Accounting;
Valuation;
Energy Sources;
Ethics;
Corporate Disclosure;
Governance Compliance;
Climate Change;
Financial Reporting;
Energy Industry;
United States
Serafeim, George, Shiva Rajgopal, and David Freiberg. "ExxonMobil: Business as Usual? (B)." Harvard Business School Supplement 117-047, February 2017. (Revised June 2017.)