Eva Ascarza

Harvard Business School

Associate Professor

Soldiers Field

Boston, MA 02163

United States

http://evaascarza.com

SCHOLARLY PAPERS

11

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Top 20,165

in Total Papers Downloads

3,333

SSRN CITATIONS
Rank 18,567

SSRN RANKINGS

Top 18,567

in Total Papers Citations

46

CROSSREF CITATIONS

11

Scholarly Papers (11)

1.

The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field Experiment

Columbia Business School Research Paper No. 13-76
Number of pages: 60 Posted: 13 Oct 2013 Last Revised: 16 May 2015
Harvard Business School, University of Pennsylvania - Marketing Department and Columbia University - Columbia Business School
Downloads 696 (48,601)
Citation 5

Abstract:

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Churn, Retention, Field Experiment, Pricing, Nonlinear pricing, Tariff/Plan choice, Targeting

2.

In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions

Tuck School of Business Working Paper No. 2903548, Columbia Business School Research Paper No. 17-16
Number of pages: 46 Posted: 23 Jan 2017 Last Revised: 05 Apr 2017
Harvard Business School, Dartmouth College - Tuck School of Business, Columbia Business School - Marketing, Electronic Arts, University of Pennsylvania - Marketing Department, Harvard University - Business School (HBS), London Business School, Rotterdam School of Management, Erasmus University Rotterdam, Interdisciplinary Center (IDC) Herzliyah - Adelson School of Entrepreneuship, Duke University, New York University and Kelley School of Business, Indiana University
Downloads 687 (49,457)
Citation 6

Abstract:

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3.

Retention Futility: Targeting High-Risk Customers Might Be Ineffective

Columbia Business School Research Paper No. 16-28
Number of pages: 73 Posted: 06 Apr 2016 Last Revised: 07 Jan 2018
Eva Ascarza
Harvard Business School
Downloads 547 (66,173)
Citation 21

Abstract:

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Churn, retention, proactive churn management, field experiments, heterogeneous treatment effect, random forest, customer relationship management, machine learning

4.

Beyond the Target Customer: Social Effects of CRM Campaigns

HEC Paris Research Paper No. MKG-2015-1111, Columbia Business School Research Paper No. 15-82
Number of pages: 67 Posted: 25 Sep 2015 Last Revised: 18 Apr 2016
Harvard Business School, HEC Paris - Marketing, Columbia Business School - Marketing and Globys
Downloads 432 (88,104)
Citation 3

Abstract:

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Customer Relationship Management (CRM), Field experiments, Targeting, Churn, Retention, Mobile

5.

When Talk is 'Free': The Effect of Tariff Structure on Usage under Two- and Three-Part Tariffs

Number of pages: 75 Posted: 09 Aug 2009 Last Revised: 22 Jan 2017
Harvard Business School, London Business School and London Business School
Downloads 304 (130,499)
Citation 8

Abstract:

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Pricing, Nonlinear Pricing, Discrete/Continuous Choice Model, Three-Part Tariffs, Uncertainty, Learning, Free products

A Joint Model of Usage and Churn in Contractual Settings

Number of pages: 61 Posted: 30 Jul 2011 Last Revised: 22 Jan 2017
Eva Ascarza and Bruce Hardie
Harvard Business School and London Business School
Downloads 283 (140,007)
Citation 6

Abstract:

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Churn, retention, contractual settings, access services, hidden Markov models, RFM, latent variable models

A Joint Model of Usage and Churn in Contractual Settings

Marketing Science, Vol. 32, No. 4, 2013; pp. 570-590; DOI: 10.1287/mksc.2013.0786, Columbia Business School Research Paper No. 13-77
Posted: 13 Nov 2013
Eva Ascarza and Bruce Hardie
Harvard Business School and London Business School

Abstract:

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churn, retention, contractual settings, access services, hidden Markov models, RFM, latent variable models

7.

Some Customers Would Rather Leave Without Saying Goodbye

Columbia Business School Research Paper No. 15-55
Number of pages: 60 Posted: 17 May 2015 Last Revised: 28 Sep 2016
Eva Ascarza, Oded Netzer and Bruce Hardie
Harvard Business School, Columbia Business School - Marketing and London Business School
Downloads 208 (190,004)
Citation 5

Abstract:

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Churn, retention, attrition, customer relationship management, customer base analysis, hidden Markov models, latent variable models

8.

The Twofold Effect of Customer Retention in Freemium Settings

Columbia Business School Research Paper Forthcoming
Number of pages: 69 Posted: 12 Jan 2021
Eva Ascarza, Oded Netzer and Julian Runge
Harvard Business School, Columbia Business School - Marketing and Facebook
Downloads 98 (343,679)

Abstract:

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Freemium, Retention, Monetization, Gaming, Field Experiments

9.

Eliminating unintended bias in personalized policies using Bias Eliminating Adapted Trees (BEAT)

Harvard Business School Marketing Unit Working Paper No. 22-010
Number of pages: 41 Posted: 21 Aug 2021 Last Revised: 12 Jan 2022
Eva Ascarza and Ayelet Israeli
Harvard Business School and Harvard Business School - Marketing Unit
Downloads 56 (468,795)

Abstract:

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Algorithmic bias, personalization, targeting, generalized random forests (GRF), fairness, discrimination

10.

Detecting Routines in Ride-sharing: Implications for Customer Management

Number of pages: 56
University of Pennsylvania - Marketing Department, Harvard Business School, Columbia Business School - Marketing and Columbia University
Downloads 22

Abstract:

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routines, customer management, customer relationship management, Bayesian nonparametrics, Gaussian processes, machine learning, ride-sharing

11.

Overcoming the Cold Start Problem of Customer Relationship Management using a Probabilistic Machine Learning Approach

Journal of Marketing Research, 58(5), 981–1006. https://doi.org/10.1177/00222437211032938
Posted: 17 Mar 2017 Last Revised: 31 Dec 2021
Nicolas Padilla and Eva Ascarza
London Business School - Department of Marketing and Harvard Business School

Abstract:

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Customer Relationship Management (CRM), Deep Exponential Families, Probabilistic Machine Learning, Cold Start Problem.