Faculty Directory

Wenyu Jiao

Doctoral Research Fellow




PhD, ESSEC Business School, expected 2018; MS, Tsinghua University, 2010; BSc, Tianjin University, 2008

Areas of Expertise


Current Research Topics

  • Multichannel marketing
  • Customer lifetime value
  • Share-of-wallet
  • Online marketing

Professional Activities

Academic positions

  • Doctoral Research Fellow, Tuck School of Business, 2017–present
  • Lecturer, ESSEC Business School, 2016
  • Teaching Assistant, Tsinghua University, 2008–09

Nonacademic positions

  • Marketing Manager, Bank of China Insurance Company, LTD (head office), Beijing, China, 2010–13

Working Papers

  • With N. Glady, “Customer Lifetime Value Dynamics in a Multichannel Context”
  • With N. Glady and A. De Bruyn, “Modeling the Customer Lifetime Value and Share-of-the-Wallet for Multi-Stage Purchase”
  • With N. Glady, “Dynamics of Customer Lifetime Value and Share-of-the-Wallet at E-Commerce Sites”
  • With N. Glady, “Dynamics of Customer Journey in a Multichannel Context”


  • SAP external research funding, 2015
  • Wharton Customer Analytics Initiative (WCAI) project grantee, 2014
  • ESSEC Business School PhD scholarship, 2013–17