All Stories

  1. Retention Futility: Targeting High-Risk Customers Might be Ineffective

    Article • Journal of Marketing Research, February 2018, SAGE Publications

    Eva Ascarza

  2. Customer retention in hybrid (e.g., contractual and non contractual) settings

    Article • Marketing Science, January 2018, INFORMS

    Eva Ascarza

  3. Beyond the Target Customer: Social Effects of Customer Relationship Management Campaigns

    Article • Journal of Marketing Research, June 2017, American Marketing Association (AMA)

    Eva Ascarza

  4. The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field Experiment

    Article • Journal of Marketing Research, February 2016, American Marketing Association (AMA)

    Eva Ascarza

  5. A Joint Model of Usage and Churn in Contractual Settings

    Article • Marketing Science, July 2013, INFORMS

    Eva Ascarza