Eva Ascarza
Eva Ascarza
Harvard Business School
Verified email at hbs.edu - Homepage
Cited by
Cited by
Retention futility: Targeting high-risk customers might be ineffective
E Ascarza
Journal of Marketing Research 55 (1), 80-98, 2018
In pursuit of enhanced customer retention management: Review, key issues, and future directions
E Ascarza, SA Neslin, O Netzer, Z Anderson, PS Fader, S Gupta, ...
Customer Needs and Solutions 5 (1), 65-81, 2018
When talk is “free”: The effect of tariff structure on usage under two-and three-part tariffs
E Ascarza, A Lambrecht, N Vilcassim
Journal of Marketing Research 49 (6), 882-899, 2012
A joint model of usage and churn in contractual settings
E Ascarza, BGS Hardie
Marketing Science 32 (4), 570-590, 2013
The perils of proactive churn prevention using plan recommendations: Evidence from a field experiment
E Ascarza, R Iyengar, M Schleicher
Journal of Marketing Research 53 (1), 46-60, 2016
Beyond the target customer: Social effects of customer relationship management campaigns
E Ascarza, P Ebbes, O Netzer, M Danielson
Journal of Marketing Research 54 (3), 347-363, 2017
Some customers would rather leave without saying goodbye
E Ascarza, O Netzer, BGS Hardie
Marketing Science 37 (1), 54-77, 2018
Marketing models for the customer-centric firm
E Ascarza, PS Fader, BGS Hardie
Handbook of marketing decision models, 297-329, 2017
Overcoming the Cold Start Problem of CRM using a Probabilistic Machine Learning Approach
N Padilla, E Ascarza
Columbia Business School Research Paper, 2021
The Customer Journey as a Source of Information
N Padilla, E Ascarza, O Netzer
Columbia Business School, 2019
Modelling Customer Behaviour in Contractual Settings
E Ascarza
University of London, 2009
The Twofold Effect of Customer Retention in Freemium Settings
E Ascarza, O Netzer, J Runge
Available at SSRN 3725224, 2020
New insights from emerging types of retail loyalty programs
V Stourm
Executive Summary: Usage and Abusage: Free Rein
E Ascarza, A Lambrecht, N Vilcassim
Business Strategy Review 23 (4), 76-76, 2012
Web Appendix
E Ascarza, R Iyengar, M Schleicher
A Joint Model of Usage and Churn in Contractual Settings Web Appendix
E Ascarza, BGS Hardie
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