Eva AscarzaView profile
Professor
Eva Ascarza is a Professor of Business Administration in the Marketing Unit at Harvard Business School (HBS) . She co-founded the Customer Intelligence Lab at HBS's D 3 Institute, focusing on responsible and effective customer data utilization. Research Interests include: Customer retention and churn analysis Algorithmic bias in marketing AI Field experimentation (A/B testing) for targeting optimization Customer lifetime value (CLV) modeling Dynamic personalization strategies Scientific Awards and Recognitions: 2023 Weitz-Winer-O'Dell Award (winner) 2022 Paul E. Green Award (PNAS publication) 2020 Marketing Science Institute (MSI) Scholar 2019 Erin Anderson Award for Emerging Female Scholar 2018 Paul E. Green Award (JMR publication) 2014 Frank M. Bass Outstanding Dissertation Award Her articles demonstrate cutting-edge applications of statistical modeling , Bayesian methods , and fair AI frameworks in modern marketing challenges.











