Labs that Close the Gap

Customer Intelligence Lab

Data capture has become a massive industry, but it’s not the capture that adds value. It’s the right analysis and application that help companies become more competitive and innovate faster. It is pointless to just collect data and leave it in storage. That’s why here at the Customer Intelligence Lab, we strive to avoid aimless data collection and analysis paralysis and instead help firms guide their customer data efforts to maximum efficiency.

AI and digitalization have fundamentally changed the way companies interact with customers and vice versa. Wide data availability and the advent of AI give businesses access to tools which provide more nuanced insights, allowing them to personalize their offerings to individual customers. It’s an enticing proposition, but not one that comes without risks. How can we ensure that companies use their customer data ethically, and in a way that does not harm customers and society?

The Customer Intelligence Lab at D^3 Institute is set to become the world’s leading academic research lab for customer insights, as it will help organizations use their valuable customer data effectively and responsibly.


The Customer Intelligence Lab is led by:

  • Ayelet Israeli, Marvin Bower Associate Professor of Business Administration. Ayelet received her PhD in marketing from the Kellogg School of Management at Northwestern University.
  • Eva Ascarza, Jakurski Family Associate Professor of Business Administration. Eva earned a PhD in marketing from London Business School.

Activities/Research Focus

The goal of the Customer Intelligence Lab is to help companies to use customer data to improve outcomes for themselves, their customers, and society at large. The Lab’s research themes focus on:

How to use the customer data to address topics such as:

  • Impact of AI on decision making, technology, and platform regulation.
  • Deriving value from unstructured data such as video, audio, image, and text.
  • Personalization and marketing interventions.
  • The value of customer trace data.
  • Discrimination and fairness in personalization.
  • Customer protection.

How the digital world is changing consumption, the emergence of the creator economy, and the competition for customer engagement. Questions include:

  • Can firms directly manage customer attention?
  • What are new ways for companies to engage with their customers?
  • How do creators, brands, and platforms jointly create, capture, and distribute value?
  • How will advertising evolve in the engagement economy?
The DI is now part of the Digital, Data, and Design (D^3) Institute at Harvard. Read more about this change..