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You're Spending Your Money in All the Wrong Places (Spanish version)
Edelman, David C.Article HBS-R1012CMarketingconsider a selection of brands; evaluate by seeking input from peers, reviewers, and others; buy; and enjoy, advocate bond. If the consumer's bond with the brand becomes strong enough, she'll enter a buy-enjoy-advocate-buy loop that skips the consider and evaluate stages entirely. Smart marketers will study the decision journey for their products and use the insights they gain to revise strategy, media spend, and organizational roles.Starting at €8.20
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Branding in the Digital Age: You're Spending Your Money in All the Wrong Places
Edelman, David C.Article HBS-R1012C-EMarketingConsumers today connect with brands in fundamentally new ways, often through media channels that are beyond manufacturers' and retailers' control. That means traditional marketing strategies must be redesigned to accord with how brand relationships have changed. In the famous funnel metaphor, a shopper would start with a number of brands in mind and then systematically narrow them down to a final choice. His relationship with both the manufacture...Starting at €8.20
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Quigley-Simpson & Heppelwhite: The Ad Agency Model in the Age of AI
Edelman, David C.; Barnett, JamesCase HBS-523054-EMarketingIn October 2022, Quigley-Simpson & Heppelwhite CEO Carl Fremont considers how the advertising agency will integrate artificial intelligence tools into the business.Starting at €8.20
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Competing on Customer Journeys (Spanish version)
Edelman, David C.; Singer, MarcArticle HBS-R1511EMarketing(1) Automation, to smoothly carry customers through each step of their online path; (2) Personalization, to create a customized experience for each individual; (3) Contextual interaction, to engage customers and appropriately sequence the steps they take; and (4) Journey innovation, to add improvements that enhance and extend the journey and foster customer loyalty. In addition, the most successful companies have a particular organizational stru...Starting at €8.20
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Google Cloud Platform: BigQuery ML
Lichtendahl, Kenneth C. Jr.; Boatright, BenjaminTechnical Note DARDEN-QA-0942-EDecision AnalysisGoogle Cloud Platform offers BigQuery ML, a popular cloud computing resource for developing data models. This note provides information about creating, evaluating, and deploying data models with BigQuery ML.Starting at €8.20
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Competing on Customer Journeys
Edelman, David C.; Singer, MarcArticle HBS-R1511E-EMarketingAs digital technology has enabled shoppers to easily research and buy products online, sellers have been scrambling after them, trying to understand and satisfy their wants. Savvy companies, however, are using new tools, processes, and organizational structures to proactively lead digital customers from consideration to purchase and beyond. They are creating compelling customer journeys and managing them like any other product--and gaining a so...Starting at €8.20
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Zillow Offers' "Volatile Error Rate"
Lichtendahl, Kenneth C. Jr.; Boatright, BenjaminCase DARDEN-QA-0944-EDecision AnalysisIn November 2021, Zillow announced that it was planning to shut down Zillow Offers, its iBuying program that leveraged its home value algorithm to quickly purchase homes for later resale. Zillow made the announcement after its market capitalization dropped from $48.35 billion in February 2021 to $16 billion in November. Poor program performance in 2021 left the company with roughly $500 million in losses due to an extensive inventory of overpaid ...Starting at €8.20
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Google Cloud Platform: BigQuery Explainable AI
Lichtendahl, Kenneth C. Jr.; Boatright, BenjaminTechnical Note DARDEN-QA-0943-EDecision AnalysisMachine-learning (ML) models have become a common tool used across a multitude of industries to help people make decisions. As these models have increased in predictive power, many have also grown in complexity. The pursuit to improve the accuracy of predictions has diminished the interpretability of many models—leaving users with little understanding of the model’s behavior or trust in its predictions. The field of eXplainable artificial intelli...Starting at €8.20
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Google Cloud Platform: BigQuery Explainable AI
Lichtendahl, Kenneth C. Jr.; Boatright, BenjaminTechnical Note DARDEN-QA-0943Decision AnalysisMachine-learning (ML) models have become a common tool used across a multitude of industries to help people make decisions. As these models have increased in predictive power, many have also grown in complexity. The pursuit to improve the accuracy of predictions has diminished the interpretability of many models—leaving users with little understanding of the model’s behavior or trust in its predictions. The field of eXplainable artificial intelli...Starting at €8.20
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Google Cloud Platform: Cloud Storage
Lichtendahl, Kenneth C. Jr.; Andrasko, Joe; Boatright, BenjaminTechnical Note DARDEN-QA-0941-EDecision AnalysisGoogle Cloud Platform (GCP) offers Cloud Storage, a popular cloud computing resource for data storage. This note provides information about uploading data to Cloud Storage, creating BigQuery tables from data found in Cloud Storage, previewing files in Cloud Storage, and sharing Cloud Storage buckets.Starting at €8.20