Faculty Directory | Eva Ascarza

Eva Ascarza joined New York University Stern School of Business as the William Joyce Professor of Marketing in July 2026. 

Ascarza’s research examines how firms can use data, experimentation, and artificial intelligence to make better individualized decisions. Combining field experiments with advances in causal inference and machine learning, she develops methods that help organizations personalize marketing interventions while accounting for real-world challenges such as limited data, long-term outcomes, fairness, privacy, operational constraints, and strategic customer behavior. 

She is a co-founder of the Customer Intelligence Lab at the HBS AI Institute, where she conducts research with the goal of helping organizations use their valuable customer data effectively and responsibly. 

Before joining NYU Stern, she taught at Harvard Business School at Harvard University and Columbia Business School at Columbia University. Her work spans customer management, digital platforms, and AI-enabled decision systems, with applications ranging from personalization and customer retention to digital products and sales. Her research has been published in leading academic journals, including the Journal of Marketing Research, Marketing Science, Proceedings of the National Academy of Sciences, International Journal of Research in Marketing, and Quantitative Marketing and Economics. She has received the Frank M. Bass Award, the Paul E. Green Award, and the Weitz-Winer-O'Dell Award, and she has been recognized as a Marketing Science Institute (MSI) Scholar and recipient of the Erin Anderson Award for an Emerging Female Marketing Scholar. 

She received her BSc in Mathematics from the University of Zaragoza, Spain, her MSc in Economics and Finance from the University of Navarra, Spain, and her PhD in Marketing from London Business School, UK.