She is a marketing modeler who uses tools from statistics and economics to answer relevant marketing questions. Her main research areas are customer analytics and customer retention in the context of subscription businesses. She specializes in understanding and predicting changes in customer behavior, such as customer retention, usage, and e-mail engagement. She uses field experimentation (e.g., A/B testing) as well as econometric modeling and machine learning tools not only to understand and predict patterns of behavior, but also to optimize the impact of firms’ interventions.