Ascarza, Eva →

Beyond Pajamas: Sizing Up the Pandemic Shopper

COVID-19 forced many shoppers to make their first online purchases. But will these customers stick around? Research by Ayelet Israeli, Eva Ascarza, and colleague. Open for comment; 0 Comments.

The Twofold Effect of Customer Retention in Freemium Settings

Many digital products offer “freemiums”: that is, part of the product for free, often with advertising, and an enhanced customer experience for payment. This research, in a mobile game context, shows the importance of recognizing the short- and long-term effects on customer retention when managing the tradeoffs between free and paid aspects of freemium products.

Identify Great Customers from Their First Purchase

Using data from their very first transaction, companies can identify shoppers who will create the best long-term value, says Eva Ascarza. Open for comment; 0 Comments.