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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. Her main research areas are customer analytics and customer relationship management, with special attention to the problem of customer retention. She uses field experimentation (e.g., A/B testing) as well as econometric modeling and machine learning tools not only to understand and predict patterns of behavior, but also to optimize the impact of firms’ interventions. Her research has appeared in leading marketing journals including Marketing Science and Journal of Marketing Research. She received the 2014 Frank Bass award, awarded to the best marketing paper derived from a Ph.D. thesis published in an INFORMS-sponsored journal. Her research has been recognized as a Paul E. Green Award finalist in 2016 and 2017, awarded to the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research. She was named a Marketing Science Institute Young Scholar in 2017 and serves on the editorial review board of several top marketing journals including Marketing Science, Journal of Marketing Research, Journal of Marketing, and Quantitative Marketing and Economics.
As a marketing modeler, Professor Ascarza uses tools from statistics, economics, and machine learning to answer relevant marketing questions. Her main research areas are customer analytics and customer relationship management, with special attention to the problem of customer retention. She uses field experimentation (e.g., A/B testing) as well as econometric modeling and machine learning tools not only to understand and predict patterns of behavior, but also to optimize the impact of firms’ interventions. Her research has appeared in leading marketing journals including Marketing Science and Journal of Marketing Research. She received the 2014 Frank Bass award, awarded to the best marketing paper derived from a Ph.D. thesis published in an INFORMS-sponsored journal. Her research has been recognized as a Paul E. Green Award finalist in 2016 and 2017, awarded to the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research. She was named a Marketing Science Institute Young Scholar in 2017 and serves on the editorial review board of several top marketing journals including Marketing Science, Journal of Marketing Research, Journal of Marketing, and Quantitative Marketing and Economics.
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JOURNAL OF MARKETING RESEARCHno. 2 (2024): 368-392
Ta-Wei Huang,Eva Ascarza
SSRN Electronic Journal (2022)
SSRN Electronic Journal (2021)
SSRN Electronic Journal (2021)
SSRN Electronic Journal (2020)
user-5ebe28ba4c775eda72abcdf3(2020)
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