Eva Ascarza

Home | Curriculum Vitae | Research


  • Ascarza, Eva (2017), "Retention futility: Targeting high risk customers might be ineffective"”
             Journal of Marketing Research (Forthcoming).
             [Paper] [Web Appendix]

  • 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 54(3), 347-363. (Lead article)
             [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.
             Finalist, 2016 Paul E. Green Award
             [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]


  • 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."


  • 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
    Columbia Business SchoolMarketing Division