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Using information collected during a customer’s first purchase, a new marketing tool that leverages machine learning technology can provide firms with valuable predictions about the customer’s future behavior, says Eva Ascarza, a marketing researcher and associate professor at Harvard Business School. Ascarza, Eva, Oded Netzer and Bruce G.S. Hardie (2016), “Some Customers Would Rather Leave Without Saying Goodbye.” Conditionally Accepted at Marketing Science. Padilla, Nicolas and Eva Ascarza (2017), “The Value of the First Impressions: Leveraging Acquisition Data for Customer Management.” EVA ASCARZA, RAGHURAM IYENGAR, and MARTIN SCHLEICHER* Facing the issue of increasing customer churn, many service ﬁrms have begun recommending pricing plans to their customers. Eva Ascarzay May 2020 yNicolas Padilla is a doctoral candidate in Marketing, Columbia Business School (email: npadilla19@gsb.columbia.edu). Eva Ascarza is the Jakurski Family Associate Professor of Business Ad-ministration, Harvard Business School (email: eascarza@hbs.edu). The authors are grateful to the Wharton Ascarza, Eva, Peter S. Fader, and Bruce G.S. Hardie (2017), “Marketing Models for the Customer-Centric Firm”, in the Handbook of Marketing Decision Models, edited by Berend Wierenga and Ralf van der Lans, Springer.

Ascarza, Eva, Oded Netzer and Bruce G.S. Hardie (2016), “Some Customers Would Rather Leave Without Saying Goodbye.” Conditionally Accepted at Marketing Science. Padilla, Nicolas and Eva Ascarza (2017), “The Value of the First Impressions: Leveraging Acquisition Data for Customer Management.” EVA ASCARZA, RAGHURAM IYENGAR, and MARTIN SCHLEICHER* Facing the issue of increasing customer churn, many service ﬁrms have begun recommending pricing plans to their customers. Eva Ascarzay May 2020 yNicolas Padilla is a doctoral candidate in Marketing, Columbia Business School (email: npadilla19@gsb.columbia.edu). Eva Ascarza is the Jakurski Family Associate Professor of Business Ad-ministration, Harvard Business School (email: eascarza@hbs.edu).

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She is a marketing modeler who uses tools from statistics and economics to answer relevant marketing questions. Her main research areas are customer analytics and customer retention in the context of subscription businesses. View Eva Ascarza’s profile on LinkedIn, the world's largest professional community. Eva has 3 jobs listed on their profile.

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Eva Ascarza. Harvard Business School. Verified email at hbs.edu - Homepage. Customer retention Churn models Customer analytics Pricing mechanisms. Articles Cited by Ascarza, Eva, Oded Netzer and Julian Runge (2020), “The Twofold Effect of Customer Retention in Freemium Settings.” Padilla, Nicolas, Eva Ascarza and Oded Netzer (2019), “The Customer Journey as a Source of Information.” (SELECTED) RESEARCH IN PROGRESS “BEAT Unintended Bias in Targeting Policies” coauthored with Ayelet Israeli. Eva Ascarza, Anja Lambrecht and Naufel Vilcassim, “When Talk is ‘Free’: The Effect of Tariff Structure on Usage under Two – and Three‐Part Tariffs’, Journal of Marketing Research EVA ASCARZA* Companies in a variety of sectors are increasingly managing customer churn proactively, generally by detecting customers at the highest risk of churning and targeting retention efforts towards th em.
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Share your thoughts in the comments below. Ascarza, Eva and Bruce G.S. Hardie (2013), “A Joint Model of Usage and Churn in Contractual Settings”. Marketing Science.

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Center. Confortel. Husa Zurbaran. PDFRequest PDF on ResearchGate Executive Summary: Usage and Abusage: Free Rein Eva Ascarza, Anja Lambrecht and Naufel Vilcassim, When Talk is . Eva Ascarza.

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Home | Curriculum Vitae | Research. Jakurski Family Associate Professor of Business Administration Marketing Unit Eva Ascarza is the Jakurski Family Associate Professor of Business Administration in the Marketing Unit, teaching the Marketing course in the MBA required curriculum. As a marketing modeler, Professor Ascarza uses tools from statistics, economics, and machine learning to answer relevant marketing questions. Eva Ascarza, Anja Lambrecht and Naufel Vilcassim Journal of Marketing Research (2012) 49(6), 882–899. [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 As a marketing modeler, Professor Ascarza uses tools from statistics, economics, and machine learning to answer relevant marketing questions.

If you have the appropriate software installed Eva Ascarza is the Jakurski Family Associate Professor of Business Administration, Harvard Business School (email: eascarza@hbs.edu). Oded Netzer is the Arthur J. Samberg Professor of Business at Columbia Business School (email: onetzer@gsb.columbia.edu), and Julian Runge is researcher at the Institute of Marketing of Technological advances have changed the way customers behave, connect, and interact with one another. Consequently, marketing campaigns that are targeted to Eva Ascarza. Send a message. Name* Contact Email* Subject* Comments. ǁ. Harvard Business School Soldiers Field Boston, MA 02163 → Map 2020-11-03 · Ascarza, Eva and Netzer, Oded and Runge, Julian, The Twofold Effect of Customer Retention in Freemium Settings (November 3, 2020).