Learn more about startup analytics, digital marketing, and getting customers from HBS Lecturer, Jacob M. Cook
Every venture needs customers, but how do you attract them effectively? How can you leverage digital marketing and data analytics to grow your business? Jake Cook, a highly regarded digital marketer, Harvard Business School lecturer, and CEO of Tadpull, has helped both large and small brands, as well as nonprofits, build loyal customer bases. His class at HBS is so sought after that only a third of applicants secure a spot.
You’ll have the opportunity to learn from someone with deep expertise and a passion for simplifying the complexities of digital marketing. Prof. Cook will guide you through creating a strong mental model for acquiring and retaining customers, while addressing key topics such as:
- Trade-offs between different digital marketing channels
- The "golden equation" of digital marketing
- Tailoring digital marketing to meet specific venture goals
- AI tools for digital marketing (if time permits)
If you have specific questions about customer acquisition or digital marketing, please submit them during your RSVP.
ABOUT THE SPEAKER:
Jake Cook is a Lecturer of Business Administration in the Marketing Unit at Harvard Business School and an entrepreneur with a deep-seated passion for e-commerce, digital marketing, and AI.
As a Cofounder and CEO of Tadpull, Jake leads a team of data scientists, software engineers and digital marketers focused on helping merchants and private equity investors achieve remarkable returns in the ecommerce space through the use of AI for customer acquisition and retention with inventory optimization. Clients have included Vivint, HIG, Caterpillar, Jackson Hole Resort, and DonorsChoose.org.
These methodologies and frameworks provide the underpinnings for the course, Digital Marketing Workshop, which seeks to give students hands-on experiences for modern marketing across SEO, Paid Media, Influencer and Amazon Marketing, along with fundamentals of online analytics and data visualization. The course also explores emerging topics like privacy and data along with the use of generative AI.
Straddling academia and industry, he frequently collaborates with faculty on research topics and case studies around customer lifetime value, digital channel mix, and entrepreneurship.
Jake holds a BA (physics) and an MA (marketing communications) from Drury University.
GETTING TO THE HARVARD INNOVATION LABS
The Harvard Innovation Labs is located on the first floor of Batten Hall at 125 Western Avenue, Allston, MA 02134. We are situated on the Harvard Business School campus, a 15-20 minute walk from Harvard Square. You can also use the Harvard shuttle. The University offers daily parking for faculty, staff, students, visitors, and guests in the HBS lot on Western Avenue. The HBS lot is available 24/7 and accepts both cash and credit card payments.
ACCESSIBILITY STATEMENT
The Harvard Innovation Labs welcomes attendees of all abilities to our events, both in person and online.
Requests for American Sign Language interpreters and/or CART providers should be made at least two weeks in advance, if possible. Please note that the University will make every effort to secure services, but that services are subject to availability.
If you would like to request accommodations or have questions about physical access, please contact i-lab@harvard.edu in advance of the event.
FUTURE COMMUNICATIONS
Please note: By registering, you agree to receive emails about this event and future communications from the Harvard Innovation Labs.
