Dissertation title: Modelling Customer Behaviour in Contractual Settings
Research interests: Customer retention, Customer analytics, Subscription-based services, Field experiments, Pricing mechanisms, Empirical models of consumer behavior, Bayesian statistics
Bio: In a nutshell, I am a marketing modeler who uses tools from statistics, economics and machine learning to answer relevant marketing questions. I work on customer relationship management, with special attention to the problem of customer retention. I use field experimentation (i.e., A/B testing) as well as econometric modeling to understand and predict patterns of behavior, and to maximize the impact of the firm’s marketing actions. My research has appeared in leading marketing journals including Marketing Science and Journal of Marketing Research. I received the 2014 Frank Bass award, awarded to the best marketing paper derived from a Ph.D. thesis published in an INFORMS-sponsored journal. Truth being told, as a kid I always wanted to be a butcher – who wants to be an “empirical modeler” when she is 6 years old? – but a variety of choices along the way took me where I (happily) am. I got my BS in Mathematics at the Universidad de Zaragoza (Spain), then I studied a MS in Economics and Finance from Universidad de Navarra (Spain), and finally landed at London Business School, where I got the tools and the research values that made the researcher I am today.
I found at LBS the perfect environment for a PhD. The marketing department offered me the ideal combination of a rich and stimulating academic environment, wide range of courses from all areas of Marketing, and an amazing group of people who always supported me. LBS has all the resources I needed as a PhD student, not to forget the connections with other schools like LSE or UCL, where I took all the econ courses needed for a “quant” student. Last but not least, London is an amazing city to live in.