Eva Ascarza

Assistant Professor

Marketing

Ph.D. Marketing, London Business School, 2009 (MS, 2006); MS, (Economics and Finance), University of Navarra, 2004; BS (Mathematics) University of Zaragoza, 2001

Joined CBS in 2010

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Eva Ascarza

Office
524 Uris

Phone
212-851-4120

E-mail
ea2495@columbia.edu

Fax
212-854-7647

Teaching and research interest

Eva Ascarza is an Assistant Professor of Marketing at Columbia Business School. She is a marketing modeler who uses tools from statistics and economics to answer marketing questions. Her main research areas are customer analytics and pricing in the context of subscription businesses. She specializes in understanding and predicting changes in customer behavior, such as customer retention and usage. Another stream of her research focuses on developing statistical methodologies to be used by marketing practitioners. Professor Ascarza teaches the Core Marketing Strategy course.

Journal articles

A Joint Model of Usage and Churn in Contractual Settings In Marketing Science (2013)
Author(s): Eva Ascarza, Bruce G. S. Hardie

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When Talk Is 'Free': An Analysis of Subscriber Behavior Under Two- and Three-Part Tariffs In Journal of Marketing Research (2012)
Author(s): Eva Ascarza, Anja Lambrecht, Naufel Vilcassim

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Working Papers

Contagious Effects of Retention Programs (2014)
Author(s): Eva Ascarza, Peter Ebbes, Oded Netzer

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Estimating share of wallet from social data (2014)
Author(s): Eva Ascarza, Yang Li

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Just How Good is the Customer Migration Model? (2014)
Author(s): Eva Ascarza, Bruce G. S. Hardie

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Measuring the Impact of Retention Efforts When Multiple Causes of Churn are Present (2014)
Author(s): Eva Ascarza, Oded Netzer

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Renewal decisions: Is it about the past or about the future? (2014)
Author(s): Eva Ascarza, Nicholas Reinholtz

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Some Customers Rather Leave Without Saying Goodbye (2014)
Author(s): Eva Ascarza, Oded Netzer, Bruce G. S. Hardie

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The Badwill Model of Churn (2014)
Author(s): Eva Ascarza, Oded Netzer

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How firms can go wrong by offering the right service contract: Evidence from a field experiment (2013)
Author(s): Eva Ascarza, Raghuram Iyengar, Martin Schleicher

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