Eva Ascarza

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Jakurski Family Associate Professor of Business Administration
Harvard Business School

Morgan Hall 141
15 Harvard Way
Boston, MA 02163

e: eascarza [at] hbs.edu
t: +1 (617) 495-8542


I am a marketing professor at Harvard Business School (HBS) where I research, teach, and think about how companies can better manage customers for growth, and how data and artificial intelligence (AI) can enable them to do so.

My research interests include customer retention, personalization and targeting, AI in Marketing, and algorithmic bias. I enjoy helping companies make sense of their data to better understand their customers, measure and asses their value, and quantify the impact of their actions and interventions.

I am a co-founder of the Customer Intelligence Lab at the D^3 institute at HBS where we conduct research with the goal of helping organizations use their valuable customer data effectively and responsibly.

Harvard Business School WebsiteCustomer Intelligence Lab