The Digital Business Initiative seeks to empower business leaders by equipping them with the tools and methods to analyze data and make informed decisions in data-rich environments. We investigate management issues related to organizing and leading data-driven initiatives in business and government.
Our research examines competitive strategy and entrepreneurship in digital platform markets, including online advertising, electronic payments, media, and other industries, including:
- Auction-based platform markets
- Managing supply and demand in digital marketplaces
- Business model innovation
- Pricing, exclusivity, and antitrust
- Strategies employed by newcomers and incumbents
We also look at the types of questions that can be answered with data and statistics and what approaches are most appropriate, including:
- Use of data and designing metrics to influence decision-making policy
- Data-driven product design and experimentation (“A / B testing”)
- Marketing analytics
