Eva Ascarza

Home | Curriculum Vitae | Research


  • Overcoming the Cold Start Problem of CRM using a Probabilistic Machine Learning Approach (Under 3rd round review at Journal of Marketing Research)
             Padilla, Nicolas and Eva Ascarza

  • The Twofold Effect of Customer Retention in Freemium Settings
             Eva Ascarza, Oded Netzer and Julian Runge

  • Detecting Routines in Ride-sharing: Implications For Customer Management”
             Ryan Dew, Eva Ascarza, Oded Netzer, and Nachum Sicherman

  • The Customer Journey as a Source of Information.”
             Padilla, Nicolas, Eva Ascarza and Oded Netzer


  • Retention futility: Targeting high-risk customers might be ineffective
             Ascarza, Eva
             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

  • 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”
             Ascarza, Eva, Raghuram Iyengar and Martin Schleicher
             Journal of Marketing Research (2016) 53(1), 46–60.
             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]


  • 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.


  • “BEAT Unintended Bias in Targeting Policies” coauthored with Ayelet Israeli.

  • “Managing Multiple Causes of Churn” coauthored with Oded Netzer, Jake An and Hengyu Kuang.

  • “Acquiring Customers Bidding for CLV” coauthored with Klaus Miller and Daniel McCarthy.

  • “Decomposing the Heterogeneity in the Effect of Marketing Actions” coauthored with Peter Ebbes and Oded Netzer.

    Harvard Business SchoolMarketing Unit