Curriculum Vitae |
PUBLISHED / FORTHCOMING
Ascarza, Eva (2017), "Retention futility: Targeting high risk customers might be ineffective"
Journal of Marketing Research (Forthcoming).
Ascarza, Eva, Oded Netzer and Bruce Hardie (2017), "Some Customers Would Rather Leave Without Saying
Marketing Science (Forthcoming).
Ascarza, Eva, Peter Ebbes, Oded Netzer and Matthew Danielson (2017), "Beyond the Target Customer: Social Effects of CRM Campaigns."
Journal of Marketing Research 54(3), 347-363. (Lead article)
Ascarza, Eva, Raghuram Iyengar and Martin
Schleicher (2016), "The perils of proactive churn prevention using plan recommendations: Evidence from a field experiment."
Journal of Marketing Research 53(1), 46-60.
Finalist, 2016 Paul E. Green Award
Ascarza, Eva and Bruce G.S. Hardie (2013), “A
Joint Model of Usage and Churn in Contractual Settings.”
Marketing Science. 32(4), 570-590.
Winner, 2014 Frank M. Bass Outstanding Dissertation Award
Ascarza, Eva, Anja Lambrecht and Naufel Vilcassim
(2012),"When Talk is Free: The Effect of Tariff Structure on Usage
under Two and Three-Part Tariffs."
Journal of Marketing Research.
Ascarza, Eva, Peter S. Fader, and Bruce G.S. Hardie (2017), "Marketing Models for the Customer-Centric Firm"
Forthcoming at the Handbook of Marketing Decision Models, edited by Berend Wierenga and Ralf van der Lans, Springer.
Padilla, Nicolas and Eva Ascarza (2017), "The Value of First Impressions: Leveraging Acquisition Data for Customer Management."
Ascarza, Eva, Scott A. Neslin, Oded Netzer, Zachery Anderson, Peter S. Fader, Sunil Gupta, Bruce G.S. Hardie, Aurélie Lemmens, Barak Libai, David Neal, Foster Provost, Rom Schrift (2017), "In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions."
RESEARCH IN PROGRESS
Enhancing customer retention via dynamic product design
coauthored with Oded Netzer and Julian Runge
Value Creation in FinTech: Using Social Media to Manage Customers in Financial Services
coauthored with Urooj Khan and Charles Calomiris
Targeting decisions for personalized marketing campaigns
coauthored with Bruce Hardie
Disentangling the Short and Long-term Effects of Marketing Actions: A HMM Approach
coauthored with Ricardo Montoya, Nicolas Padilla, and Oded Netzer
Predicting churn from social media data
coauthored with Yanyan Li
Targeting Based on Social CLV
coauthored with Peter Ebbes
and Oded Netzer
Separating social and transactional value in usage and retention
coauthored with Jorge Gonzalez and Raghu Iyengar
Renewal Decisions: Is it about the Past or about the Future?
coauthored with Nicholas Reinholtz and Elizabeth Webb
Business School | Marketing Division