BIO

Eva Ascarza is the Jakurski Family Associate Professor of Business Administration in the Marketing Unit. She is the co-founder of the Customer Intelligence Lab at the D^3 institute at Harvard Business School. As a marketing modeler, Professor Ascarza uses tools from statistics, economics, and machine learning to answer relevant marketing questions. Her main research areas are customer management (with special attention to the problem of customer retention), Personalization and Targeting, Marketing AI, and algorithmic decision making. 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’ marketing interventions.