Eva Ascarza is an Associate Professor of Marketing at Columbia Business School. She is a marketing modeler who 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. She got a BS in Mathematics at the Universidad de Zaragoza (Spain) and a MS in Economics and Finance from Universidad de Navarra (Spain). After finishing her PhD in London Business School, Eva joined the Marketing faculty Columbia Business School, where she has taught strategic marketing in the Full-time and Executive MBA programs.