Eva Ascarza

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PUBLISHED / FORTHCOMING PAPERS


  • Ascarza, Eva, Oded Netzer and Bruce Hardie (2017), "Some Customers Would Rather Leave Without Saying Goodbye"”
             Marketing Science (Forthcoming).
             [Paper] [Web Appendix]

  • Ascarza, Eva, Peter Ebbes, Oded Netzer and Matthew Danielson (2017), "Beyond the Target Customer: Social Effects of CRM Campaigns”."
             Journal of Marketing Research (Forthcoming).
             [Paper] [Web Appendix]

  • 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.
             [Paper] [Web Appendix]

  • 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
             [Paper] [Web Appendix]

  • 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.
             [Paper] [Web Appendix]


    WORKING PAPERS


  • Ascarza, Eva (2016), "Retention futility: Targeting high risk customers might be ineffective"”
             Conditionally Accepted at the Journal of Marketing Research.
             [Paper]

  • Padilla, Nicolas and Eva Ascarza (2017), "First Impressions Count: Leveraging Acquisition Data for Customer Management."
             Under review at Marketing Science.
             [Paper]

  • 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."
             [Paper]


    BOOK CHAPTERS


  • 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.
             [Paper]


    RESEARCH IN PROGRESS


  • Value Creation in FinTech: Using Social Media to Manage Customers in Financial Services
             coauthored with Urooj Khan and Charles Calomiris

  • Enhancing customer retention via dynamic product design
             coauthored with Oded Netzer

  • “Predicting churn from social media data

  • “Targeting Based on Social CLV”
             coauthored with Peter Ebbes and Oded Netzer

  • “Renewal Decisions: Is it about the Past or about the Future?”
             coauthored with Nicholas Reinholtz and Elizabeth Webb

  • “Disentangling the Short and Long-term Effects of Marketing Actions: A HMM Approach
             coauthored with Ricardo Montoya, Nicolas Padilla, and Oded Netzer

  • “Separating social and transactional value in usage and retention”
             coauthored with Jorge Gonzalez and Raghu Iyengar

    Columbia Business SchoolMarketing Division