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Professor Ascarza’s research primarily focuses on providing researchers and marketers with an understanding of how to manage customer retention, reduce churn, and increase a firm’s profitability. She addresses these issues by building empirical models for customer relationship management, with a strong emphasis on the understanding and management of customer retention. Her work employs field experimentation and causal inference approaches to investigate pertinent questions. Notably, her studies challenge traditional practices, such as the common focus on 'risk of churning' as a key metric for proactive retention management. Through rigorous empirical evidence, she demonstrates the significance of social influence in retention campaigns, finding that social connections can amplify the impact of targeted marketing efforts. Professor Ascarza's contributions have gained recognition in leading journals, earning her several prestigious awards, such as the Weitz-Winer-O'Dell Award and the Erin Anderson Award for her mentorship in marketing. Her work continues to shape the understanding of marketing effectiveness in customer-related strategies.
Harvard Business School • Boston, MA
Teaches and conducts research in the area of customer relationship management, focusing on customer retention and marketing analytics.
Columbia Business School • New York, NY
Served in a similar academic capacity focusing on marketing.
The PhD in Business Administration is the primary doctoral degree encompassing various areas of study including Business Economics, Accounting, and Strategy.