IMC Faculty

Jacquelyn S.  Thomas, Ph.D.

Associate Professor

Jacquelyn S. Thomas is an Associate Professor of Integrated Marketing Communications (IMC) at Northwestern University.  She is both an avid researcher and teacher.  Her research interests are in the areas of customer relationship management, marketing ROI analysis, customer lifetime value, database and direct marketing, and statistical modeling of the customer life cycle.  Some of her past projects have involved retail direct marketing firms, general merchandise retailers, aviation organizations, electronic brokerage firms, hi-technology firms, and publishing organizations. 

She is a former faculty member of the Graduate School of Business at Stanford University and Goizueta Business School at Emory University.

Education

Thomas earned a Ph.D. in Marketing in 1997, a M.S. in Marketing in 1996, and a B.A. in Mathematics in 1991, all from Northwestern University.

Office

MTC 3-125

Phone

847.491.2196

Email

jakki@northwestern.edu

Course Info

Marketing Management Syllabus  

Database Marketing and Analysis Syllabus

Research

Books

  • Blattberg, Robert C., Gary Getz, and Jacquelyn S. Thomas, (2001), Customer Equity, Building and Managing Relationships as Valuable Assets, Boston, Massachusetts, Harvard Business School Press.

 

Book Chapters

  • Blattberg, Robert, and Jacquelyn Thomas, (2001), Valuing, Analyzing, and Managing the Marketing Function Using Customer Equity Principles.  In Kellogg on Marketing, Dawn Iacobucci, editor, New York, John Wiley & Sons, Inc..
  • Blattberg, Robert C., and Jacquelyn S. Thomas, (1998), The Fundamentals of Customer Equity Management.  In Handbook of Customer Bonding: Basics, Concepts, and Experiences, M. Bruhn and C. Homburg (Eds.), Wiesbaden, Germany, Gabler Publishing.

 

Journal Publications

  • Neslin, Scott, Dhruv Grewal, Robert Leghorn, Venkatesh Shankar, Marije Terling, Jacquelyn Thomas, and Peter Verhoef, (2006), “Challenges and Opportunities in Multichannel Customer Management,  Journal of Service Research, 9 (2) 95-112.
  • Thomas, Jacquelyn S., and Ursula Sullivan, (2005),“Managing Marketing Communications With MultiChannel Customers” Journal of Marketing, 69 (October), 239-251.
  • Werner Reinartz, Jacquelyn S. Thomas, and V. Kumar, (2005), “Balancing Acquisition and Retention Resources to Maximize Customer Profitability” Journal of Marketing, January, 69(1), 63-79.
  • Thomas, Jacquelyn, Werner Reinartz, and V. Kumar, (2004), “Getting The Most out of All Your Customers,” Harvard Business Review, July/August, 117-123.
  • Thomas, Jacquelyn, Robert Blattberg and Ed Fox, (2004), “Recapturing Lost Customers,” Journal of Marketing Research, Journal of Marketing Research, 41 (February), 31-45. 2004.
  • John Hogan, Don Lehman, Marina Merino, Raj Srivastva, Jacquelyn Thomas, and Peter Verhoef, (2002), “Linking Customer Assets to Shareholder Value,” Journal of Service Research, August, 26-38. 
  • Thomas, Jacquelyn, (2001), “A Methodology For Linking Customer Acquisition to Customer Retention,” Journal of Marketing Research, 38 (May), 262-268.
  • Thomas, Jacquelyn S., (1997), “Econometric Analysis of Customer Retention in an Aviation Trade Organization,” Transportation Research Record, no. 1567, 33-40.

 

White Papers

 

Sample of Current Research Projects

  • “The Art and Science of Marketing Measurement,” co-authored with Sage Wodarz and Reigh Robitaille
  • “Investigating Cross-Buying and Customer Loyalty,” co-authored with Werner Reinartz.and Ganael Bascoul
  • "A Hierarchical Bayesian Approach to paredicting Retail Customers’ Share-of-Wallet Loyalty” co-authored with Ed Fox.
  • “Avoiding Commodization” with Martin Reimann and Oliver Schilke

 

Select Presentations

  • CSC Consulting Inc., “Analyzing Customer Behavior in  a Multi-Channel Retail Environments,”  and  2005 “Customer Intelligence Diagnostic  Survey,” Fall 2005
  • Point of Purchase Advertising Institute (POPAI), Summer 2005, “Retail Marketing and Consumer Behavior.”
  • Marketing Doctoral Consortium, Summer 2005, “ Multi-Channel Retailing and The Customer’s Channel Choices Over Time.”
  • 3M, Communications Leadership Development Program, Spring, Fall, and Winter  2005, “Measuring the Effects of Marketing Communications,”
  • CSC Consulting Inc., November 2004, “Getting the Most Value From Your Customer Relationships,” and “2004 Customer Intelligence Diagnostic Survey.”
  • Marketing Science Institute Conference on Does Marketing Measure Up?  Summer 2004, “Allocating Acquisition and Retention Resources to Maximize Customer Profitability."

Awards / Professional Organizations

Teacher of the Year Award, IMC Grad Program (2003 and 2004) 

Marketing Science Institute/H. Paul Root Award for the best paper in the Journal of Marketing (2006)

Jakki is on the board of MotiveQuest, L.L.C. as well as the editorial review board of the Journal of Marketing. She has been an ad-hoc reviewer for the Journal of Marketing Research, Marketing Science, the International Journal of Research in Marketing, and the Journal of Interactive Marketing.