Eva
Ascarza
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Curriculum Vitae |
Research
PUBLISHED/FORTHCOMING
Eliminating unintended bias in personalized policies using Bias Eliminating Adapted Trees (BEAT)
Eva Ascarza and Ayelet Israeli
Proceedings of the National Academy of Sciences (2022) 119(11).
[Paper]
[Web Appendix]
[Replication Codes]
[Github]
Overcoming the Cold Start Problem of CRM using a Probabilistic Machine Learning Approach
Nicolas Padilla and Eva Ascarza
Journal of Marketing Research (2021) 58(5), 981-1006.
[Paper]
[Web Appendix]
Why You Aren’t Getting More from Your Marketing AI
Eva Ascarza, Michael Ross, and Bruce G.S. Hardie
Harvard Business Review (2021) July-August.
[Link]
Retention futility: Targeting high-risk customers might be ineffective
Eva Ascarza
Journal of Marketing Research (2018) 55(1), 80–98.
Winner, 2018 Paul E. Green Award
[Paper]
[Web Appendix]
In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions
Eva Ascarza, Scott A. Neslin, Oded Netzer et al
Customer Needs and Solutions (2018) 5, 65–81.
Finalist, 2019 MSI Robert D. Buzzell Best Paper Award
[Paper]
Some Customers Would Rather Leave Without Saying Goodbye
Eva Ascarza, Oded Netzer and Bruce Hardie
Marketing Science (2017) 37(1), 54–77.
[Paper]
[Web Appendix]
Beyond the Target Customer: Social Effects of CRM Campaigns
Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson
Journal of Marketing Research (2017) 54(3), 347–363. (Lead article)
Finalist, 2017 Paul E. Green Award
[Paper]
[Web Appendix]
The perils of proactive churn prevention using plan recommendations: Evidence from a field experiment
Eva Ascarza, Raghuram Iyengar and Martin Schleicher
Journal of Marketing Research (2016) 53(1), 46–60.
Finalist, 2021 Weitz-Winer-O'Dell Award
Finalist, 2016 Paul E. Green Award
[Paper]
[Web Appendix]
A Joint Model of Usage and Churn in Contractual Settings
Eva Ascarza and Bruce G.S. Hardie
Marketing Science. (2013) 32(4), 570–590.
Winner, 2014 Frank M. Bass Outstanding Dissertation Award
[Paper]
[Web Appendix]
When Talk is Free: The Effect of Tariff Structure on Usage under Two and Three-Part Tariffs
Eva Ascarza, Anja Lambrecht and Naufel Vilcassim
Journal of Marketing Research (2012) 49(6), 882–899.
[Paper]
[Web Appendix]
BOOK CHAPTERS
Marketing Models for the Customer-Centric Firm
Eva Ascarza, Peter S. Fader, and Bruce G.S. Hardie
Handbook of Marketing Decision Models (2017), edited by Berend Wierenga and Ralf van der Lans, Springer.
[Paper]
ONLINE PUBLICATIONS
Research: When A/B Testing Doesn’t Tell You the Whole Story
Eva Ascarza
Harvard Business Review Online (June 23, 2021) [Link]
Beyond Pajamas: Sizing Up the Pandemic Shopper
Ayelet Israeli, Eva Ascarza and Laura Castrillo
Working Knowledge (March 17, 2021) [Link]
WORKING PAPERS
Detecting Routines in Ride-sharing: Implications For Customer Management
Ryan Dew, Eva Ascarza, Oded Netzer, and Nachum Sicherman.
Revise and Resubmit at the Journal of Marketing Research.
[Paper]
The Twofold Effect of Customer Retention in Freemium Settings
Eva Ascarza, Oded Netzer and Julian Runge
[Paper]
The Customer Journey as a Source of Information
Nicolas Padilla, Eva Ascarza and Oded Netzer
[Paper]
(SELECTED) RESEARCH IN PROGRESS
“Less is More: When Short-term Signals are More Valuable than Long-term Outcomes in Targeting” coauthored with Ta-Wei Huang.
“The Cost of Fairness in Personalized Policies” coauthored with Ayelet Israeli.
“Leveraging Repeated Marketing Interventions for Effective Targeting/Personalization” coauthored with Peter Ebbes and Oded Netzer.
“Managing Multiple Causes of Churn” coauthored with Oded Netzer, Jake An and Hengyu Kuang.
Harvard
Business School | Marketing Unit