Eva Ascarza
Associate professor at Harvard Business School and co-author of the HBR article "Why You Aren’t Getting More from Your Marketing AI."
Best podcasts with Eva Ascarza
Ranked by the Snipd community
Aug 24, 2021 • 23min
What We Still Need to Learn about AI in Marketing — and Beyond
Eva Ascarza, an Associate Professor at Harvard Business School, focuses on customer analytics and the pitfalls of AI in marketing. She reveals that many companies misfire in leveraging AI due to neglecting to ask the right questions and improperly balancing the cost of mistakes. The conversation highlights the need for better alignment between AI insights and marketing strategies, underscoring the importance of clear communication between marketing and data science teams. Ultimately, Ascarza emphasizes the potential of AI to enhance decision-making when integrated thoughtfully into business processes.
Jun 7, 2023 • 43min
Going Deep on Customer Retention Analytics for Subscriptions with Harvard Business School's Eva Ascarza
Eva Ascarza, Jakurski Family Associate Professor at Harvard Business School, dives into customer retention analytics. She emphasizes the importance of metrics like cohort analysis for identifying valuable customers. Ascarza shares her journey from mathematics to marketing, revealing how data mining shapes customer dynamics. She discusses navigating retention challenges, including seasonality and churn predictions, and highlights the balance of data ethics in marketing practices. A must-listen for those in subscription businesses!
