Eva Ascarza

Harvard Business School

Associate Professor

Soldiers Field

Boston, MA 02163

United States

http://evaascarza.com

SCHOLARLY PAPERS

15

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5,071

SSRN CITATIONS
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Top 13,640

in Total Papers Citations

102

CROSSREF CITATIONS

10

Scholarly Papers (15)

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 897 (50,593)
Citation 11

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 University - 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, Reichman University - Interdisciplinary Center (IDC) Herzliyah - Adelson School of Entrepreneuship, Duke University, New York University and Kelley School of Business, Indiana University
Downloads 846 (54,847)
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 733 (66,443)
Citation 46

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 University - Columbia Business School, Marketing and Globys
Downloads 495 (108,741)
Citation 3

Abstract:

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

5.

Doing More with Less: Overcoming Ineffective Long-term Targeting Using Short-Term Signals

Number of pages: 58 Posted: 24 Oct 2022 Last Revised: 16 Feb 2024
Ta-Wei Huang and Eva Ascarza
Harvard Business School and Harvard Business School
Downloads 382 (146,991)

Abstract:

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Long-term Targeting, Heterogeneous Treatment effect, Statistical Surrogacy, Customer Churn, Field Experiments, Conditional Average Treatment Effect (CATE)

6.

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 338 (167,986)
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 334 (168,880)
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

8.

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 University - Columbia Business School, Marketing and London Business School
Downloads 268 (213,972)
Citation 5

Abstract:

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

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 251 (228,365)
Citation 4

Abstract:

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

10.

The Customer Journey as a Source of Information

Columbia Business School Research Paper No. 4612478
Number of pages: 81 Posted: 21 Nov 2023
Nicolas Padilla, Eva Ascarza and Oded Netzer
London Business School - Department of Marketing, Harvard Business School and Columbia University - Columbia Business School, Marketing
Downloads 226 (253,833)
Citation 1

Abstract:

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Customer Journey, Probabilistic Machine Learning, Bayesian Nonparametrics, First-party Data, Privacy, Clickstream Data, Customer Search

11.

Personalized Game Design for Improved User Retention and Monetization in Freemium Mobile Games

Columbia Business School Research Paper No. 4653319
Number of pages: 62 Posted: 03 Jan 2024
Eva Ascarza, Oded Netzer and Julian Runge
Harvard Business School, Columbia University - Columbia Business School, Marketing and Northeastern University
Downloads 150 (365,352)

Abstract:

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gaming, dynamic difficulty, freemium, retention, monetization, field experiments

12.

Debiasing Treatment Effect Estimation for Privacy-Protected Data: A Model Audition and Calibration Approach

Number of pages: 67 Posted: 20 Sep 2023 Last Revised: 25 Sep 2023
Ta-Wei Huang and Eva Ascarza
Harvard Business School and Harvard Business School
Downloads 135 (397,471)

Abstract:

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targeted intervention, conditional average treatment effect estimation, differential privacy, model calibration, gradient boosting

13.

Incrementality Representation Learning: Synergizing Past Experiments for Intervention Personalization

Number of pages: 77 Posted: 17 Jun 2024
Ta-Wei Huang, Eva Ascarza and Ayelet Israeli
Harvard Business School, Harvard Business School and Harvard Business School - Marketing Unit
Downloads 16 (1,025,170)

Abstract:

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Heterogeneous Treatment Effect, Multi-task Learning, Representation Learning, Personalization, Promotion, Deep Learning, Field Experiments

14.

Detecting Routines: Implications for Ridesharing CRM

Forthcoming, Journal of Marketing Research, Columbia Business School Research Paper No. 3982612
Posted: 11 Feb 2022 Last Revised: 15 Sep 2023
University of Pennsylvania - Marketing Department, Harvard Business School, Columbia University - Columbia Business School, Marketing and Columbia University

Abstract:

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

15.

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.