معرفی
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 D3 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.
حوزههای پژوهشی
customer retentionpersonalization and targetingmarketing AIalgorithmic biascustomer relationship management (CRM)econometric modelingfield experimentationdata-driven decision makingprivacy regulations in marketingreinforcement learningtreatment effect estimationconsumer behaviormachine learning applicationssocial influence in CRMdynamic personalization
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