Eva Ascarza is an Assistant Professor of Marketing at Columbia Business School. She is a marketing modeler who uses tools from statistics and economics to answer marketing questions. Her main research areas are customer analytics and pricing in the context of subscription businesses. She specializes in understanding and predicting changes in customer behavior, such as customer retention and usage. Another stream of her research focuses on developing statistical methodologies to be used by marketing practitioners. She received her PhD from London Business School (UK) and a MS in Economics and Finance from Universidad de Navarra (Spain).