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Artea (D): Discrimination through Algorithmic Bias in Targeting
Ascarza, Eva; Israeli, AyeletCase HBS-521043-EMarketingThis 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 exercises are designed such that the issues of algorithmic bias and discrimination would emerge inductively, "surprising" the students in the act of recommending a strategy that,...Starting at €5.74
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Amazon Shopper Panel: Paying Customers for Their Data
Ascarza, Eva; Israeli, AyeletCase HBS-521058-EMarketingThis case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers' privacy in the digital age, the value of customers' own data, and the change in regulations aimed to protect consumers that move companies from using third party data to first party data. In addition, the case offers an opportunity to di...Starting at €8.20
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La Roche-Posay: Growing L'Or al's Active Cosmetics Brand
Avery, Jill; Dessain, Vincent; Hjortshoej, Mette FuglsangCase HBS-520035-EMarketingAs 2018 neared its end, Laetitia Toupet, international general manager of L'Or al's La Roche-Posay brand reflected on the brand's achievements over the past year. At 1 billion in revenue, La Roche-Posay had recently become the number one dermocosmetics brand in the world. While Toupet was pleased with this feat, she believed that the brand was at a critical juncture. It was time to make some significant marketing decisions related to brand po...Starting at €8.20
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Artea: Designing Targeting Strategies
Ascarza, Eva; Israeli, AyeletCase HBS-521021-EMarketingThis 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 algorithmStarting at €8.20
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Artea (B): Including Customer-level Demographic Data
Ascarza, Eva; Israeli, AyeletCase HBS-521022-EMarketingThis 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 algorithmStarting at €5.74
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Artea (C): Potential Discrimination through Algorithmic Targeting
Ascarza, Eva; Israeli, AyeletCase HBS-521037-EMarketingThis 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 algorithmStarting at €5.74