Eva Ascarza

Harvard Business School

Associate Professor

Soldiers Field

Boston, MA 02163

United States

http://evaascarza.com

SCHOLARLY PAPERS

9

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2,919

CITATIONS
Rank 11,327

SSRN RANKINGS

Top 11,327

in Total Papers Citations

47

Scholarly Papers (9)

1.

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 Business School, London Business School, Tilburg University, Interdisciplinary Center (IDC) Herzliyah - Adelson School of Entrepreneuship, Duke University, New York University and University of Pennsylvania - The Wharton School
Downloads 610 (42,330)
Citation 2

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2.

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 593 (43,994)
Citation 6

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

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 409 (69,972)
Citation 9

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 379 (76,485)
Citation 3

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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 294 (101,752)
Citation 14

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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 267 (112,195)
Citation 11

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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.

The Value of First Impressions: Leveraging Acquisition Data for Customer Management

Columbia Business School Research Paper No. 17-37
Number of pages: 70 Posted: 17 Mar 2017 Last Revised: 15 Feb 2019
Nicolas Padilla and Eva Ascarza
Columbia University, Columbia Business School, Marketing, Students and Harvard Business School
Downloads 191 (156,443)
Citation 1

Abstract:

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Customer Management, Targeting, Deep Exponential Families, Probabilistic Machine Learning, Acquisition

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 Business School - Marketing and London Business School
Downloads 175 (169,305)
Citation 2

Abstract:

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

9.

Executive Summary: Usage and Abusage: Free Rein

Business Strategy Review, Vol. 23, Issue 4, pp. 76-76, 2012
Number of pages: 1 Posted: 01 Dec 2012
Harvard Business School, London Business School and London Business School
Downloads 1 (643,651)
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